Pastry Gift Box Kado Doaze by Fudesign - Kazuo Fukushima

Pastry Gift Box Kado Doaze by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 A' Design Award yn Sulver in Ferpakkingsûntwerp Competition Category.

SulverFerpakking· 2019

Pastry Gift Box Kado Doaze

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

A' Design Award yn Sulver Winner in Ferpakking Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Pastry Gift Box Kado Doaze

De hear Qiao is in gebakmerk fan Yu Yuan. It merk is fan doel te fersprieden en generearje in goed wurd fan mûle fan it lânskip plak en Shanghai stêd. De ynspiraasje fan it ûntwerp komt út 'e histoaryske arsjitektuer fan Shanghai, fertsjintwurdiget de unike kultuer. It kreatyf ûntwerp absorbearre de essinsje fan 'e arsjitektuer dy't in symboalysk byld koe wêze fan' e âlde-Shanghai-styl, mongen mei de moderne styl. It makket it kadopakket de toeristen oanlutsen om te keapjen as lokale spesjaliteit.

The Recognition

About the A' Design Award yn Sulver

Pastry Gift Box Kado Doaze is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Pastry Gift Box Kado Doaze wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Pastry Gift Box Kado Doaze is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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