Happiness የጨረቃ ኬክ ጥቅል by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award የነሐስ ሽልማት in የማሸጊያ ዲዛይን Competition Category.
ነሐስማሸጊያ· 2020
Happiness የጨረቃ ኬክ ጥቅል
by Chao Xu
Client: La Maison Bakery
A' Design Award የነሐስ ሽልማት Winner in ማሸጊያ Category
Verified Award Winner
Verify Award Status for #100696The Design
About Happiness የጨረቃ ኬክ ጥቅል
የደስታ ጨረቃ ኬክ ጥቅል አምስት የተለያዩ ሳጥኖችን እና ግራፊክስን ያካተተ የስጦታ ስብስብ ነው። የ Inbetween የፈጠራ ንድፍ ቡድን የቻይንኛ ዘይቤ ዘይቤን በመጠቀም የአገሬው ሰዎች የመካከለኛውን የመኸር በዓል እንዴት እንደሚያከብሩ የሚያሳይ ምስል አሳይቷል ፡፡ ሥዕሉ የአከባቢ ህንፃዎችን እና በመኸር-መከር ወቅት እንቅስቃሴዎችን ያሳያል ፣ ለምሳሌ እንደ ዘንዶ ጀልባ ውድድር ፣ ከበሮዎችን መደብደብ ፡፡ ይህ የስጦታ ጥቅል ዲዛይን እንደ የምግብ መያዣ ብቻ ሳይሆን የሺየን ከተማን ባህል ለማሳደግ እንደ አንድ የመታሰቢያ ስጦታም ይሠራል ፡፡
The Recognition
About the A' Design Award የነሐስ ሽልማት
Happiness የጨረቃ ኬክ ጥቅል የA' Design Award የነሐስ ሽልማት አሸናፊ ነው፤ ይህም በፈጠራ፣ በብልሃት እና በአስተዋይነት ለሚታወቁ ድንቅ ዲዛይኖች የሚሰጥ እጅግ ከፍተኛ ክብር ያለው እውቅና ነው። የነሐስ አሸናፊዎች የዲዛይነሮቻቸውን ሰፊ ልምድ፣ ምናብ እና ብልሃት የሚያረጋግጡ እጅግ ችሎታ የተሞላባቸው እና በሚያስደንቅ ሁኔታ ፈጠራ ያላቸው ሥራዎች ናቸው። Happiness የጨረቃ ኬክ ጥቅል ከፍ ያለ ግምት የሚሰጠው፣ የሚደነቅና የሚወደድ፣ እጅግ ሙያዊና ፈጠራ የተሞላበት ነገር እንደሚሆን ይጠበቃል። ይህ የA' Design Award የነሐስ ሽልማትን ያሸነፈ ዲዛይን በኪነ ጥበብ፣ በሳይንስ፣ በዲዛይን እና በቴክኖሎጂ ምርጥ ልምዶችን ያካትታል፤ ለዝርዝርም በሚሰጠው ትኩረት ምርጥ ነው። Happiness የጨረቃ ኬክ ጥቅል ፍላጎቶችን በግሩም ሁኔታ ያረካል፣ ምኞቶችን ይነካል፣ ስሜቶችን ይማርካል እንዲሁም የማወቅ ጉጉትን ይስባል።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- This is a set of mooncake package design for La Maison Bakery, which consist 5 slightly different box shapes. La Maison Bakery is a famous local bakery in Hubei province, they want to launch a new mooncake gift set which can reflect local characteristics of Hubei, including architecture, culture and mid-autumn festival activities.
- Dimensions & Packaging
- lid and base box: 360mm x 360mm x 55mm
drawer box: 385mm x 250mm x 190mm
double sides open box: 270mm x 380mm x 160mm - Tags
- package design, logo, handrawing, typography
- Production Technology
- Those five package series need to have different structures which means they need to be opened in various ways. Designers need to take all the aspects into consideration in advance. For example, the most expensive one is the orange box, which will open like a book from middle.
- Design Challenge
- The final products consist 5 different packages, with 5 different structure and size, meanwhile should look like a complete set of package series and in a narrative manner.
- Research
- The design team went to Enshi city which is the most significant scenic area in Hubei province, not only the local building but also its rich tourism activities make the place attractive. The illustration somehow demonstrate the feature of Enshi city meanwhile mixed some mid-autumn festival activities into the drawing, such as dragon boat racing, lighten the sky lanterns etc.
- Inspiration
- During Mid-autumn festival, Shien city will turn into a lively place, where people will eat mooncake, beat drums and race dragon boats to celebrate the festival. Designers wanted to depict this flourishing scene on the package. Designer team painted a magnificent picture of mid autumn festival by hand drawing illustration, then been cut into 5 parts for each package. the mooncake package serve as a tool to promote the culture of Shien city by applying Chinese style illustration.
- Project Duration
- This project started in August 2019 in Hangzhou and finished in September 2019 in Hangzhou. Printed all the boxes in Hubei.
- Operation Flow
- After several rounds of discussions with our clients, the designers need to understand how consumers prefer while purchasing mooncake gift pack, if the box is too small, people will consider it not worthwhile as a gift, however if the size is too big, it will not be convenient for them to carry around. It is important to take all the facts into consideration while designing. The design team eventually came up five different packages to fit different need and budgets.
- Patents
- Trademark(2019) La Maison Bakery
- Team Members
- Creative Director: Chao Xu
Illustration: Danlin Zhang - Image Credits
- Collaterals and graphic design items: Chao Xu
Photography: Inlight
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