The xiaotuanyuan packaging helps to convey an upscale aesthetic to the consumer when it comes to something as simple as traditional Asian rice.
Designed by China-based designer Yi Mi Xiaoxin, the xiaotuanyuan branding is focused on topographical imagery and hand-drawn artwork that plays with the shape and size of the product. The rolling hills and budding trees are, upon closer inspection, created using a pointillism-style aesthetic that draws comparison to the rice within. Each of the different kinds of rice is complimented by imagery that's taken from the region the rice is harvested in.
The tins of Asian rice are packaged in simple matte boxes that are adorned with chromatic imagery for a sophisticated touch and multi-leveled packaging experience. It requires the consumer to experience each layer in kind rather than simply popping off the top or cutting open the box.