# Narrative Condiment Packaging The Hui Shang Spice and Sauce Packaging Spotlights Fresh Ingredients By Jana Pijak | Published 2016-06-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/spice-and-sauce References: [packagingoftheworld](http://www.packagingoftheworld.com/2015/07/hui-shang.html) Design agency ART Production Shanghai is the creative force behind Hui Shang's spice and sauce brand identity. The company's collection of condiments and steamed stuffed buns are packaged in wrappers and glass containers that spotlight ingredients that are both fresh and authentic. Though understated and simplistic in its overall look and feel, ART Production Shanghai's packaging is also narrative, revealing delicious ingredient pairings and images of finished recipes that will inspire at-home chefs. Known for its range of regional specialties, Hui Shang promotes authenticity and quality at a rate that is affordable for even those on a budget. In addition to its vivid ingredient photography, the brand opts for traditional ink paintings that are brought to life by its design team. ART Production Shanghai's team describes that "the writing is not digital and linear, but a real dynamic calligraphy written by hand, providing strength and tradition." ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 32% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Narrative Packaging:** Using packaging designs that communicate a story or narrative around the product can create a unique and engaging customer experience. - **Ingredient Transparency:** Highlighting the fresh and authentic ingredients used in a product through packaging can build trust and appeal to health-conscious consumers. - **Traditional Art and Calligraphy:** Incorporating traditional ink paintings and dynamic calligraphy in packaging designs can evoke a sense of tradition and cultural authenticity. ### Industries Being Reshaped - **Food Packaging:** Food packaging companies can explore narrative designs that showcase ingredients and recipes to enhance the consumer's connection with the product. - **Gourmet Food:** Gourmet food brands can leverage ingredient transparency and traditional art elements to position their products as high-quality and culturally authentic. - **Design Agencies:** Design agencies specializing in packaging can offer innovative solutions that combine storytelling, ingredient transparency, and traditional artistic elements. ## Related on Trend Hunter - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md) - [Cooking-Inspired Spice Packaging](https://www.trendhunter.com/trends/alicias-spice-co.md) - [Contemporary Tea Packaging](https://www.trendhunter.com/trends/chaiboy.md) - [Functional Health-Focused Packaging Aesthetics](https://www.trendhunter.com/trends/cleveland-kitchen1.md) - [Modernized Soup Packaging Designs](https://www.trendhunter.com/trends/specialty-products.md) - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Re-Designed Family-Owned Olive Oils](https://www.trendhunter.com/trends/itxart-olive-oil.md) - [Versatile Squeeze Bottle Condiments](https://www.trendhunter.com/trends/blue-dragon-sweet-chilli.md)