Gold Packaging Design · 2022
Freeze Dried Coffee Packaging
by Shanghai Yuanshang Culture Communication Co., Ltd.
- A' Design Award 2022 Gold Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Huzhou Jinnuokang Health Technology Co., Ltd.
- Estimated Number of Design Views: 34,671
- Verification code 7EEC00784B · Verify this award
About Freeze Dried Coffee Packaging
Freeze Dried is a coffee packaging design created for a young consumer market. The packaging combines a modern look with elements of traditional Chinese culture. The visual concept is based on the five elements of gold, wood, water, fire and earth, and uses traditional Chinese colors. A large can holds several smaller cans, so the set is simple to store and to carry. Each small can is resealable, which helps control the amount of coffee used. The outer label is printed on coated paper, and the small cans are made of polypropylene.
Shanghai Yuanshang Culture Communication's Freeze Dried Coffee Packaging exemplifies a masterful synthesis of contemporary design principles with deeply rooted cultural symbolism, creating a visual identity system that transcends mere product containment to become an articulate expression of philosophical tradition. The design draws upon the ancient cosmological framework of five fundamental elements, translating this heritage into a modern chromatic vocabulary where each hue corresponds to specific elemental associations while simultaneously distinguishing coffee origin and flavor profile. The typographic treatment demonstrates remarkable sophistication, pairing romanized elemental names with their traditional logographic equivalents in a gesture that bridges linguistic and cultural contexts without hierarchy or subordination. This bilingual approach invites multiple entry points for consumer engagement, welcoming both those familiar with traditional symbolic systems and those encountering these concepts freshly. The cylindrical form itself carries meaning beyond functional efficiency, its continuous curved surface suggesting wholeness and completion while providing optimal visual real estate for brand communication. The systematic color deployment across the product range creates immediate navigability while establishing a collectible aesthetic that encourages consumer exploration of the complete elemental series. The material choices, evident in the contrast between matte colored surfaces and subtle base sheen, speak to quality and intentionality in production values. Viewers might consider how this design transforms a daily ritual beverage into an invitation for contemplation on elemental forces and their manifestation in sensory experience.
Press Kit
- Unique Properties
- Yuanshang Coffee is a new domestic coffee brand created for young consumers with the key features of "ingenuity", "Quality" and "fashion". To echo the brand theme, the packaging is mainly designed based on young and fashion image, incorporating a lot of popular elements of Chinese traditional culture. So its overall look and texture is unique and fashionable.
- Dimensions & Packaging
- Diameter 95mm
Height 130mm - Tags
- Ingenious, Quality, Fashion
- Production Technology
- [Outer Packaging]
Printed outer label 128g coated paper 4+2 printing+film overlaying +uv
Paper volume, middle layer Kraft paper, inner wall black cardboard
Top 100 screen pvc plastics
[Small Can Packaging]
Technique: injection molding process and printing
Material: polypropylene (PP) - Design Challenge
- The biggest challenge of the design was the mastery of the craft in the production process. For the outer packaging, it’s hard to keep the integrity of the top plastic sheet fixing and screen printing. While the difficulty for inner small cans lies in the weight control within 0.3g per bottle, and the temperature and pressure is the solution to the shrinkage of pp material after cooling.
- Project Duration
- The project started in Shanghai in November 2020 and ended in May 2021.
- Operation Flow
- The most outstanding advantage of this packaging design is its visual recognition and convenience in carrying and storage. The unique packaging of large and small cans with the traditional colors can easily catch attention, whether it is placed on supermarket shelves or coffee trucks. The secondary sealing of small package is impressive, which is easy to carry and control the dosage. Large cans are for convenient for storage and can also adapt to common home styles.
- Research
- The design team of the work has visited various coffee shops and places where young people gather to study customer preference. The design finds common ground in the interaction between Chinese fashion and western-style coffee, sets up the fashion standard of Chinese brands and shapes the image of domestic Chinese good coffee from taste to image. The packaging caters to the taste and preferences of the young generation.
- Inspiration
- The packaging is inspired by the concept of "five elements" in Chinese traditional culture, namely "gold, wood, water, fire and earth". It is integrated with Chinese traditional colors. Along with cans of different sizes, the packaging is delicate and eye-catching.