Pastry Gift Box Khoom Plig Lub Thawv by Fudesign - Kazuo Fukushima

Pastry Gift Box Khoom Plig Lub Thawv by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 A' Design Award Nyiaj in Tsim Ntim Khoom Competition Category.

NyiajNtim Khoom· 2019

Pastry Gift Box Khoom Plig Lub Thawv

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

A' Design Award Nyiaj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #77858

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pastry Gift Box Khoom Plig Lub Thawv

Mr. Qiao yog ib hom pastry ntawm Yu Yuan. Lub hom phiaj yog txhawm rau nthuav tawm thiab tsim cov lus zoo ntawm lub qhov ncauj ntawm qhov chaw scenery thiab lub nroog Shanghai. Kev tshoov siab ntawm tus qauv tsim los ntawm keeb kwm architecture ntawm Shanghai, sawv cev rau cov kab lis kev cai tshwj xeeb. Lub tswv yim tsim absorbed lub quintessence ntawm lub architecture uas yuav ua tau ib tug cim duab ntawm qub-Shanghai style, sib xyaw nrog cov niaj hnub style. Nws ua rau pob khoom plig nyiam cov neeg tuaj ncig ua si los yuav khoom hauv zos tshwj xeeb.

The Recognition

About the A' Design Award Nyiaj

Pastry Gift Box Khoom Plig Lub Thawv yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Pastry Gift Box Khoom Plig Lub Thawv xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Pastry Gift Box Khoom Plig Lub Thawv yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

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