Zhou Jingkuan Receives the Silver A' Design Award for Tao Hua Ji Packaging Design in Packaging Design

The international grand jury of the 2025 - 2026 A' Design Award & Competition recognizes Zhou Jingkuan for packaging design

FOR IMMEDIATE RELEASE

COMO, Italy, April 24, 2026 /DesignNewswire/ Tao Hua Ji Packaging Design by Zhou Jingkuan, designed for Dong'e E Jiao, has been granted the Silver A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The result belongs to the 2025 - 2026 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.

The Silver A' Design Award Explained

The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

About Tao Hua Ji Packaging Design

Tao Hua Ji is a gift box packaging design for a snack that helps nourish the skin and is aimed at women. A three dimensional blooming pink peach blossom serves as the main visual element, reflecting the brand name and the brand visual assets. Gilding and relief printing give the petals a layered texture that stays visible from a distance on crowded store shelves. A handle allows easy carrying, so the box suits gift giving. Inside, a transparent PET layer is printed with patterns and the key product features.

About Zhou Jingkuan

Zhou Jingkuan is a packaging designer, his usual main job is to design tobacco, wine, food packaging. He believes that the goods like a person, the quality of the product is the soul, and the packaging is a coat, a beautiful coat can cause others to the goodwill, and thus to understand the quality of this product, it will increase the better goods consumption. He has won numerous design awards: 15 Pentawards, 3 Dieline awards, 20 Red Dot awards, and 25 iF design awards.

Award Record

Zhou Jingkuan is a winner of 7 A' Design Awards, including this recognition. The awards span the editions from 2016 - 2017 to 2025 - 2026 of the A' Design Award & Competition.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. The competition is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Entries typically include bottles, boxes, cans, pouches, tubes and cartons. Awarded packaging designs are published at https://designers.org/design-category/packaging

About A' Design Award & Competition

A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://designers.org/181701
A' Design Award Page: https://competition.adesignaward.com/181701
Media Showcase: https://www.designnewsroom.com/!181701
Laureate Profile: https://designers.org/d/164914
Further Information from the Laureate: http://wow-cd.com/

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Tao Hua Ji Packaging Design
Function: Packaging Design
Category: Packaging Design
Discipline: Communication Design
Industry: Packaging & Retail, Branding & Advertising and Manufacturing
Colors: Black, Light Coral, Dark Salmon, Salmon and Tomato
Images: 5
Client: Dong'e E Jiao

The Recognition

Laureate: Zhou Jingkuan
Country: China
Recognition: Silver A' Design Award
Edition: 2025 - 2026
Design ID: #181701

Credits

Team: Yang Zhanqiang and Zhang Guoqiang
Image Credits: Zhou Jingkuan（Creator）

Design Details

Unique Properties: This product has the effect of beautifying and nourishing the skin. Its target customers are women. Using peach blossoms, which represent the brand's visual assets, as the main visual, it can not only convey the brand concept but also attract the attention of female users. The pink peach blossom on the packaging is very eye-catching when displayed. The box comes with a handle for carrying and is suitable for giving as a gift.
Inspiration: The brand name "Tao Hua Ji" symbolizes women as beautiful and charming as peach blossoms. This product helps women enhance beauty and nourish the skin. The design goal is to enable consumers to quickly notice the product from 3 meters away on the shelf and remember its core highlights within 3 seconds. With "three-dimensional blooming pink peach blossom" as the core visual element, the design better builds brand visual assets, makes the product stand out among similar items, and more accurately attracts female users.
Research: The shelf display of Sam's Club is characterized by "large packaging and multiple categories". The designer has used layered gilding and gradient color superimposition to make the peach blossom petals present a real texture of "pink on the outside, tender on the inside, and with a lustrous edge", as if a fresh peach blossom just picked from the branch is floating three-dimensional on the packaging.The brand name "TAO HUA JI" means a woman as beautiful as blooming peach blossoms. The ingredients of this snack help improve a woman's complexion and it has an annual sales volume of about one billion in the Chinese market. Maintaining brand equity is what design needs to do.
Challenge: The task of this project is to make the product packaging stand out on the shelves. Based on Sam's Club's shelf characteristics of "large packaging and multiple categories", the designer proposed the "3 meters 3 seconds" visual thinking - that is, enabling consumers to quickly capture the products from a distance of 3 meters and remember the core highlights of the packaging within 3 seconds. To achieve this goal, the packaging adopts a visual strategy of "high saturation + strong contrast" : it takes a "three-dimensional blooming peach blossom" as the core visual element, standing out among similar products and better attracting female users.
Realization and Technology: The packaging of this product sold at Sam's Club features a "three-dimensional blooming peach blossom" as its core visual element. Different from traditional flat prints, By means of gilding and three-dimensional relief, the visual effect of peach blossoms becomes more textured and attractive to the shelves.
Operation and Interaction: The pink peach flowers on the packaging have a strong visual impact when displayed. The gift box has a handle for easy carrying and is suitable as a gift. After opening the box, there is a layer of transparent PET inside, with exquisite patterns and key selling points of the product printed on it, making the opening of the packaging more valuable. The plastic bags inside adopt Japanese preservation technology and can maintain a shelf life of one year without the need for preservatives.
Project Duration and Location: This project began in Shenzhen in May 2025, ended in August 2025, and was launched in Sam's Club stores in China in October 2025.