The Development of Sinlek Organic Rice Package, a Case Study of a New Brand Homkroon Organic Rice

Abstract

The purposes of this project were: 1) for studying the way to design the packaging of Sinlek organic rice by Homkroon organic rice brand, and 2) evaluating the quality and satisfaction of the package, by starting from a shop selling organic rice. We found 10 shops, 38 types, 60 brands and 90 packages. After that, we interviewed 30 customers who consumed organic rice and collected the data to apply information as guidelines for design packaging.

1. Our packages had 2 sizes. First was plastic bottles with 800 g and price was130 baht. Second was a vacuum packed plastic bag with 1 kilogram and price was 150 baht. The components of the packaging consisted of (1) the label front packaging had brand logo with green, yellow, white, brown, certification and the benefits of rice. (2)The label back packaging had illustrated rice packaging, storage recommendation, recycling symbol, quantity and nutrition information. (3)The label on the right packaging had illustrated farmers harvest, grower’s information, manufacturer and distribution, date, price, a barcode. (4) The label on left packaging was illustrated the harvesting farmer and also stickers labels, hanging label and calico bags.


2. The result of evaluation regarding our package by 5 experts in packaging design, 5 experts in organic rice, and 3 people who was the owner shop of organic rice revealed that the overall quality was very good. The satisfaction on our package by 60 customers who bough organic rice in shops, showed that they satisfied at the highest level as 4.53 point of average. when it was considered as interested topics presented that the most considered lists were 1) the true details 2) information of fully packaging 3) interested in packaging 4) beautiful packaging 5) the packaging was interested to buy 6) easy to understand 7) there were growing up of a requirement and a consumption, respectively.