Pastry Gift Box Geskenkboks by Fudesign - Kazuo Fukushima

Pastry Gift Box Geskenkboks by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 A' Design Award in Silwer in Verpakkingsontwerp Competition Category.

SilwerVerpakking· 2019

Pastry Gift Box Geskenkboks

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

A' Design Award in Silwer Winner in Verpakking Category

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Verified Award Winner
Verify Award Status for #77858

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pastry Gift Box Geskenkboks

Mnr. Qiao is 'n deeghandelsmerk van Yu Yuan. Die handelsmerk is daarop gemik om 'n goeie woord tot mond van die natuurskoon en Sjanghai-stad te versprei en te genereer. Die inspirasie van die ontwerp kom van die historiese argitektuur van Sjanghai, verteenwoordig die unieke kultuur. Die kreatiewe ontwerp het die kern van die argitektuur geabsorbeer wat 'n simboliese beeld van ou Sjanghai-styl kan wees, gemeng met die moderne styl. Dit maak dat die geskenkpakkie die toeriste gelok het om as plaaslike spesialiteit te koop.

The Recognition

About the A' Design Award in Silwer

Pastry Gift Box Geskenkboks is 'n wenner van die A' Design Award in Silwer, 'n buitengewoon prestigieuse erkenning wat toegeken word aan topklas-, pragtige en indrukwekkende ontwerpe. Wenners in Silwer is geweldig briljante en uiters kreatiewe werke wat die uitstaande kundigheid, talent en skerpsinnigheid van hul ontwerpers illustreer. Daar word verwag dat Pastry Gift Box Geskenkboks 'n wonderlike vertoonstuk is wat merkwaardig professioneel en diepgaande innoverend is. Hierdie ontwerp wat die A' Design Award in Silwer gewen het, is 'n hoogs noemenswaardige, bewonderde uitvinding wat die grense van kuns, wetenskap, ontwerp en tegnologie bevoordeel en uitbrei. Pastry Gift Box Geskenkboks is 'n wyd beny skepping wat begeertes oproep, positiewe gevoelens bring en verbasing en verwondering wek.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Yu Yuan is a famous historical scenery spot in Shanghai. Mr. Qiao is a pastry brand owned by the operating company of Yu Yuan. This is a Brand LOGO and package design project for Mr. Qiao. The design blended the western style pastry with old-shanghai style, using the image of Shikumen (literally stone gate), which is the traditional Shanghai architecture. It is evaluated as a differentiated design during the market of tradition food which is full of the outdated design.
Dimensions & Packaging: Width 250 mm x Depth 250 mm x Height 32 mm
Tags: Food, Package, Logo, Old Shanghai,
Production Technology: The key potion of this design is the combination of Chinese and Western styles.
The logois in the shape of a Chinese seal, suggesting that Mr. Qiao is a made in China brand of western-style pastry. This is a modern design which fits the times.
The packaging box is square with Chinese style. The simplest lines are used to represent Shikumen (literally stone gate). The gate is hollowed-out in the middle to show the LOGO, which has symbolic meaning.
The main color of the package is celadon green, representing old Shanghai.
When the inner box is opened, on the golden paper, the consumers will see the pattern of birds and phoenix tree leaves which symbolizes old Shanghai. This unique design brings surprise to the consumers.
Design Challenge: The core concept of the package design is modern nostalgic Shanghai. With this concept, the design should reflect charm of traditional Shanghai. Furthermore, the packaging style should be brand-new and unique, bringing topics for the tourists.
Research: Field work has been done on Yu Garden and analysis has been made on the client’s present products and competitors. The target group is tourists visiting Yu Garden. Our competitors include not only Shanghai local brands and domestic brands, but also international brands (Japanese brands, Taiwanese brands, etc.) of gift box. Finally, the product positioning was confirmed as Modern Nostalgic Shanghai.
Inspiration: In Shanghai, the year of 1800 is known as a Magic period. Full of historical stories, culture and arts attracted the generation by generation afterwards. By that time, architecture is the most representative of the unique culture. With the most advanced construction technology, integrated French style and tradition Chinese style, a brand-new culture was created. The creative design absorbed the quintessence of that age to take into this new era.
Project Duration: The project started in November 2018 in Shanghai and finished in January 2019.
Operation Flow: This gift box is sold in the scenery spot and online store of Yu Yuan. Targeting tourists out of Shanghai, from the country and worldwide. The image of design could be a symbolic of the city. Attracted the tourists to purchase as local specialty. It has been a spreading of Shanghai culture around the world as the tourists present it to friends and relatives.
Team Members: Creative Directer: Kazuo Fukushima
Art Directer: Haruka Takeuchi
Designer: Haruka Takeuchi
Account Manager: Ying Zhou
Printing execution: Kuai Hu (Beijing) Printing