Moguu
Type of Work
Print Production
Packaging
Print Production
Packaging
Date
2021
2021
Brief
With the growing popularity of East Asian foods in mainstream Australian supermarkets, Moguu is a fictional brand that aims to bridge the gap between experienced cooks familiar with these ingredients and those who are less acquainted. The brief was to design a set of packaging for dried mushrooms, commonly used in East Asian cooking, that is both sustainable and visually appealing.
With the growing popularity of East Asian foods in mainstream Australian supermarkets, Moguu is a fictional brand that aims to bridge the gap between experienced cooks familiar with these ingredients and those who are less acquainted. The brief was to design a set of packaging for dried mushrooms, commonly used in East Asian cooking, that is both sustainable and visually appealing.
Strategy
Drawing from my cultural background as an Australian born to Chinese immigrant parents, the packaging is designed to appeal to both native East Asian cooks from my parents’ generation and English-speaking Australians from my generation. Inspired by a family heirloom – a book owned by my grandfather (pictured), old Chinese newspapers, and letterpress printing – I used organic monoprints of real mushrooms to create a rustic and nostalgic aesthetic for the packaging design.
Drawing from my cultural background as an Australian born to Chinese immigrant parents, the packaging is designed to appeal to both native East Asian cooks from my parents’ generation and English-speaking Australians from my generation. Inspired by a family heirloom – a book owned by my grandfather (pictured), old Chinese newspapers, and letterpress printing – I used organic monoprints of real mushrooms to create a rustic and nostalgic aesthetic for the packaging design.
In line with eco-conscious goals, the packaging combines paper printing with biodegradable plastic, offering a sustainable alternative to traditional air-tight packaging for dried mushrooms. Additionally, labels in the form of stickers and tags are included within the packaging to encourage users to engage in reuse practices and sustainable food storage.
