Shangze Fruit Music Farm Gjafaaskja by Enfonad

Shangze Fruit Music Farm Gjafaaskja by Enfonad is a highly esteemed winner of the very prestigious 2026 A' Design Award í bronsi in Umbúðahönnun Competition Category.

BronsUmbúðir· 2026

Shangze Fruit Music Farm Gjafaaskja

by Enfonad

Client: Datong City Dongtian Mining Co., Ltd.

A' Design Award í bronsi Winner in Umbúðir Category

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Verified Award Winner

Verify Award Status for #175429

View at A' Design Award Press Release Award Badge

Colors

The Design

About Shangze Fruit Music Farm Gjafaaskja

Shangze Fruit Music Farm er gjafaaskja fyrir tómata, mótuð eins og gamaldags kassettutæki. Grafíkin, litirnir og uppbyggingin kalla fram sjónrænan stíl sjöunda til níunda áratugarins. Tónlistareining virkjast þegar askjan er opnuð og spilar einkennislag vörumerkisins, aðlagað úr sígildu lagi. Flatar teikningar af útvörpum, saumavélum, filmuspólum og pálmablaðsblævængjum eru notaðar ásamt vörumerkjapersónunni Fanxi. Tómatlaga hólf að innan halda ávöxtunum og verja þá við flutning. Appelsínugulur er notaður sem aðallitur til að höfða til yngri kaupenda.

The Recognition

About the A' Design Award í bronsi

Shangze Fruit Music Farm Gjafaaskja vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að Shangze Fruit Music Farm Gjafaaskja sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. Shangze Fruit Music Farm Gjafaaskja fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.

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