Shangze Fruit Music Farm جعبه هدیه by Enfonad is a highly esteemed winner of the very prestigious 2026 جایزه برنزی A' Design Award in طراحی بسته‌بندی Competition Category.
برنزبسته‌بندی· 2026
Shangze Fruit Music Farm جعبه هدیه
by Enfonad
Client: Datong City Dongtian Mining Co., Ltd.
جایزه برنزی A' Design Award Winner in بسته‌بندی Category
Verified Award Winner
Verify Award Status for #175429The Design
About Shangze Fruit Music Farm جعبه هدیه
شانگزه فروت میوزیک فارم (مزرعه موسیقی میوه شانگزه) یک جعبه هدیه برای گوجه‌فرنگی است که به شکل یک دستگاه پخش کاست قدیمی طراحی شده است. گرافیک، رنگ‌ها و ساختار آن، سبک بصری دهه‌های ۱۹۶۰ تا ۱۹۸۰ را تداعی می‌کند. با باز شدن جعبه، یک ماژول موسیقی فعال می‌شود و سرود برند را که از یک آهنگ کلاسیک اقتباس شده، پخش می‌کند. در طراحی از تصویرسازی‌های تخت (فلت) از رادیو، چرخ خیاطی، حلقه فیلم و بادبزن‌های برگ نخل، همراه با شخصیت برند به نام فانشی استفاده شده است. حفره‌های گوجه‌فرنگی‌شکل در داخل جعبه، میوه‌ها را نگه می‌دارند و در حین حمل‌ونقل از آن‌ها محافظت می‌کنند. رنگ نارنجی به عنوان رنگ اصلی برای جلب توجه خریداران جوان‌تر به کار رفته است.
The Recognition
About the جایزه برنزی A' Design Award
Shangze Fruit Music Farm جعبه هدیه برنده جایزه برنزی A' Design Award است، شناختی بسیار معتبر که به طراحی‌های برجسته‌ای اعطا می‌شود که با خلاقیت، نبوغ و زیرکی متمایز می‌شوند. برندگان برنز مصنوعاتی بسیار ماهرانه و چشمگیر خلاق‌اند که تجربه گسترده، تخیل و ابتکار طراحان خود را تأیید می‌کنند. از Shangze Fruit Music Farm جعبه هدیه انتظار می‌رود شیئی بسیار ارجمند، ستوده و دوست‌داشتنی باشد که به‌طور چشمگیری حرفه‌ای و نوآورانه است. این طراحی برنده جایزه برنزی A' Design Award بهترین رویه‌ها را در هنر، علم، طراحی و فناوری در خود جمع می‌کند و به سبب توجه به جزئیات برجسته است. Shangze Fruit Music Farm جعبه هدیه نیازها را زیبا برآورده می‌کند، به خواسته‌ها دست می‌زند، احساسات را مجذوب می‌سازد و کنجکاوی را برمی‌انگیزد.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Themed on the music farm, the gift box shapes like a retro cassette player. Upon opening, it plays the brand anthem adapted from the classic song The East Is Red, complemented by the elements common in the 1960s to 1980s and the IP character brown eared pheasant, evoking memories of farm life from the era in auditory and visual ways. This creates a brand universe integrating sensory interactions, origin stories, and cultural connotations, elevating the agricultural product to an emotion carrier.
- Dimensions & Packaging
- 4000*3000px
- Tags
- Music Farm, Retro Cassette Player, Nostalgia Culture, Sensory Storytelling, Unity of Sound and Form, Immersive Interaction, Box Opening with a Sense of Ceremony, Intangible Cultural Heritage IP
- Production Technology
- The gift box, centered on the shape of a retro cassette player, authentically recreates the aesthetic style common in the 60s to 80s through graphics, colors, and structures. A music module plays the brand anthem, while details like knobs and frequency dials further highlight the function of music playback. The box transforms the typical elements of the 60s to 80s, such as film reel and palm leaf fans, into graphics, achieving a harmonious unity of packaging design and brand culture.
- Design Challenge
- The core challenge was how to strike a balance between retro elements and modern aesthetic taste. To address that, the design team has employed vibrant orange as the main color to attract younger demographics. The flat illustrations of old objects such as radios and sewing machines embody profound cultural significance and cater to the preferences of younger demographics. The cute IP character Fanxi further adds a touch of youthful energy, perfectly blending nostalgia with fashion.
- Research
- Market research has confirmed that people who grew up in the 60s to 80s share an emotional connection with the song The East Is Red and old objects like radios and thermos flasks, while younger demographics show curiosity toward nostalgia culture, interactive music mechanisms enhance brand recall, and IP characters emotionally bridge the gap between the brand and its consumers. The gift box demonstrates the practical value of nostalgia driven idea in brand communication and packaging design.
- Inspiration
- Inspired by the everyday objects typical of the 60s to 80s, the gift box shapes like a retro cassette player, utilizing a tangible form to evoke cultural nostalgia for that distinct historical era. Combined with the era specific elements and the IP character brown eared pheasant Fanxi, it suggests the mission of the product to authentically replicate the rich, sweet flavor of tomatoes in the 60s to 80s, providing a multisensory experience involving visual, auditory, and tactile senses.
- Project Duration
- The project officially started in Beijing in April 2025 and successfully finished in July of the same year.
- Operation Flow
- When users open the box, the music module automatically activates and plays the brand anthem adapted from the classic song The East Is Red. This instantly immerses users in the vibrancy of bygone days, creating a nostalgic ambience. Inside the box, tomato shaped cavities not only present a cute visual effect for an engaging experience, but also offer protective cushioning to minimize damage to the product during transportation.
- Team Members
- Yifeng Qu,
Hanxiao Wang
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