Pastry Gift Box Am Bogsa Tiodhlac by Fudesign - Kazuo Fukushima

Pastry Gift Box Am Bogsa Tiodhlac by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 Duais Airgid A' Design Award in Dealbhadh Pacaidh Competition Category.

AirgeadPacadh· 2019

Pastry Gift Box Am Bogsa Tiodhlac

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

Duais Airgid A' Design Award Winner in Pacadh Category

28,609

Verified Award Winner

Verify Award Status for #77858

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pastry Gift Box Am Bogsa Tiodhlac

Tha Mgr Qiao na bhrannd pastraidh de Yu Yuan. Tha am brannd ag amas air deagh fhacal beòil a sgaoileadh agus a ghineadh mun àite seallaidh agus baile-mòr Shanghai. Tha brosnachadh an dealbhaidh a 'tighinn bho ailtireachd eachdraidheil Shanghai, a' riochdachadh a 'chultar gun samhail. Bha an dealbhadh cruthachail a’ gabhail a-steach mar a bha an ailtireachd a dh’ fhaodadh a bhith na ìomhaigh samhlachail de sheann stoidhle Shanghai, air a choimeasgadh leis an stoidhle ùr-nodha. Tha e a’ fàgail gu bheil am pasgan tiodhlac a’ tàladh luchd-turais airson a cheannach mar rud sònraichte ionadail.

The Recognition

About the Duais Airgid A' Design Award

Tha Pastry Gift Box Am Bogsa Tiodhlac air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Pastry Gift Box Am Bogsa Tiodhlac na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Pastry Gift Box Am Bogsa Tiodhlac na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

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