Press Release
Sugar of Wagu Candy by Jie Yang Wins the Bronze A' Design Award in Packaging Design
Jie Yang of Decelent honored for packaging design by the international grand jury of the 2021 - 2022 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 28, 2022 /DesignNewswire/ A' Design Award & Competition has confirmed the Bronze A' Design Award in the Packaging Design category for Sugar of Wagu Candy by Jie Yang of Decelent. The recognition forms part of the 2021 - 2022 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
What the Bronze A' Design Award Means
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Regarding Sugar of Wagu Candy
Sugar of Wagu is a packaging design for a traditional candy made from grain amaranth seeds in Hubei, China. The candy is a local delicacy of the Tujia people. The hard paper shell is printed flat and then folded into the shape of a tiger, and the sweets are held in the colorful belly. All colors come from Tujia brocade patterns and are extracted from local plants. These natural pigments fade after about one year, so the package returns to nature. The design aims to make a little-known regional specialty familiar to a wider public.
About Jie Yang
Shenzhen Decelent Brand Planning Co., Ltd. JieYang and his team have created a number of works that have stood out from 180 nationalities and tens of thousands of works worldwide in two consecutive years of competitions, and successfully won the A'DESIGN Bronze Award in the top international design competition, Iron Award! This is the honor of the Chinese design industry, and it is the honor of the young city of Shenzhen! JieYang and his team, as a member of the new generation of young designers, inject fresh blood into the national design industry.
About Decelent
Decelent (Shenzhen) Brand Planning and Design Institution has a complete industrial chain from brand value orientation, brand planning, brand image shaping (upgrading), commercial space design, to brand communication strategy and implementation, and is de
Award Record
Jie Yang of Decelent is a winner of 6 A' Design Awards, including this recognition. The awards were granted between the 2018 - 2019 and the 2021 - 2022 editions of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://designers.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/136068
- A' Design Award Page: https://competition.adesignaward.com/136068
- Media Showcase: https://www.designnewsroom.com/!136068
- Laureate Profile: https://designers.org/d/242707
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Sugar of Wagu Candy
- Function
- Candy
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Light Sea Green, Silver, Gainsboro, Dark Gray and Dark Khaki
- Images
- 5
The Recognition
- Laureate
- Jie Yang
- Country
- China
- Brand
- Decelent
- Recognition
- Bronze A' Design Award
- Edition
- 2021 - 2022
- Design ID
- #136068
Credits
- Team
- JieYang
Design Details
- Unique Properties
- This case is a processed candy produced in Hubei, which is processed from the seeds of grain amaranth. It is a traditional delicacy of Tujia Nationality in Hubei. As a local specialty, it is only known by locals and has low popularity in other places. Customers hope to let more people know and love it through this new packaging design.
- Inspiration
- The meaning of "Cute kids" is hidden in the meaning of wagu's Chinese characters. The designer decided to extract the color from the local Tujia brocade art and make the packaging into lovely little tigers, because this year is just the year of the tiger in China. Putting the candy into the colorful belly of the tiger means "tiger is powerful and sweet". It is a portrayal of a happy life and can also make the products accepted and loved by more outsiders.
- Research
- This design is an upgrade case. The customer said: the popularity of Wagu sugar itself is relatively low. Coupled with the low-level packaging design, the market of Wagu sugar is more depressed. The customer very much hopes to have a packaging, which can at least give people outside the world the opportunity to recognize this product, and then slowly realize their joy. Therefore, the primary task of the designer team is how to attract people's attention with packaging. After a period of field investigation, the designer team was attracted by the gorgeous and rich colors of the local Tujia brocade, so it decided to use this colorful minority color in packaging.
- Challenge
- The biggest challenge of this case is: the designer team wants to follow the traditional Chinese concepts of "harmony between man and nature" and "low-carbon and environmental protection", so they don't want to use chemical pigments for printing. In order to highlight local characteristics, the designer team selects 8-10 colors from Tujia brocade, all of which are extracted from local natural plants. In the process of extracting plant pigments, Encountered many difficulties and finally completed the task successfully under the guidance of local artists.
- Realization and Technology
- After the whole package is printed in plane, the hard paper shell is folded into a "tiger" shape. All colors are extracted from local natural plants. After about a year, the color will gradually disappear and complete the ecological cycle. This is the awe and protection of nature.
- Operation and Interaction
- The designer obtains the color source from the local Tujia Brocade: all colors come from the local natural plants. After visiting local artists, the designer team concentrated on selecting 8-10 common colors to make them printing inks. This kind of ink will be very gorgeous at the beginning of printing, but over time, the color will gradually disappear, and finally complete the life journey of biological pigment. This is very environmentally friendly and also reminds people that "a better life needs continuous efforts" in order to remain gorgeous forever.
- Project Duration and Location
- The project will be started in Octoberr 2021 and completed in February 2022. Design completed in Shenzhen, proofing in Shenzhen, production in Hubei province.
- Specifications
- Length: about 15cm width: About 8cm height: About 20cm
- Keywords
- Candy, Tujia nationality, gift, year of the tiger, environmental protection, plant pigment
