Hou Juice ジュースのパッケージ by Leng Chen is a highly esteemed winner of the very prestigious 2020 A' Design Award 金賞 in パッケージデザイン Competition Category.

金パッケージ· 2020

Hou Juice ジュースのパッケージ

by Leng Chen

Client: Pagoda

A' Design Award 金賞 Winner in パッケージ Category

39,521

Verified Award Winner

Verify Award Status for #95369

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Hou Juice ジュースのパッケージ

Hou Juiceは、フレッシュジュースブランドのためのパッケージデザインである。ボトルは直径45ミリメートル、高さ165ミリメートル。プラスチックボトルはパール調のフィルムで覆われ、フロスト加工と特色印刷で仕上げられている。猿のイラストレーションが主要なビジュアルテーマとなっており、フルーツのフレーバーごとに異なる物語が描かれている。猿は母体となる果物会社のシンボルであり、中国文化においては生命力の象徴でもある。このデザインは、自然・新鮮さ・品質を表現し、健康志向の購買者からの信頼を築くことを目指している。

The Recognition

About the A' Design Award 金賞

Hou Juice ジュースのパッケージは、まさに素晴らしく傑出した第一級のデザインに授与される、計り知れないほど権威ある評価である A' Design Award 金賞の受賞作品です。金賞の受賞作品は、きわめて革新的で、先見性に富み、きらびやかに輝く創造物であり、デザイナーの天才性、叡智、卓越した技量を映し出しています。Hou Juice ジュースのパッケージは、最も称賛される、流行を牽引する記念碑的な発明であり、前例のない価値をもたらすことが期待されます。この A' Design Award 金賞を受賞したデザインは、壮観で尊敬されるプロジェクトであり、芸術・科学・デザイン・技術の境界に大きく寄与し、それを前進させます。Hou Juice ジュースのパッケージは、強い欲求を生み出し、情熱を呼び覚まし、創造性を促し、私たちを引きつけます。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Pagoda is China's largest fruit production.trade, retail as one of the fruit industry chain enterprises.Its recently- lauched brand HOU Juice focuses on providing fresh juice. so HOU juice endorses Pagoda in naming strategy, which is not only related to the symbol of Pagoda monkey.but also similar to the pronunciation of good Juice in cantonese.This product strives to convey the core value of Pagoda, both in manufacturing technology and packaging.
Dimensions & Packaging: Diameter 45mm x Height 165mm
Tags: juice, packaging, branding, drink, beverages，
Production Technology: The plastic bottle is made of pearlescent film with frosting and spot color printing technology.
Design Challenge: The biggest obstacle to the launch of fruit juice is consumer Questioning the source of fruit.Our team undertakes the mission of art direction.With Pagoda as quality guarantee, we believe that through innovative visual creativity and brand strategy, from nice packaging to tastes good, we can meet consumers' demand for high-quality fruit juice and give consumers a more reliable sense of brand trust.
Research: The urban middle class with health needs is our core audience.They pay more attention to the quality of life and the feeling of packaging.therefore this product not only focues on the design of it's own craft but also focuses on the design of its own craft, but also focuses on the inheritance of culture.The monkey.is not only the super symbol of the Pagoda brand but also one of the Chinese zodiac signs which has been regarded as a symbol of auspiciousness and vitality since ancient times.so we decided to use this element to show originality and enhance the brand's cultural identity.
Inspiration: We believe that visual recognition and art direction can give consumers a more reliable sense of brand trust, and create a juice brand with a sense of trust and recognition in China.Monkey.the iconic symbol of it's parent brand Pagoda fruit, customizes the theme story according to the characteristics of each fruit juice, and presents the natural to one pattern creative style through the form of illustration, which better interprets the concept of nature and freshness of fruit juice brand.
Project Duration: The project started on March 20,2018 and completed on May 28,2018.The design was completed in Shenzhen.
Operation Flow: Nowadays, the beverage market is constantly developing, and safe and healthy fruit juice beverage is the first choice of consumers.Good fruit Juice comes from good fruit. HOU Juice inherits the concept of healthy,natural and high quality of its parent brand Pagoda from brand naming and overall visual expression,and creates a unique brand image.The creative style of returning to nature and vitality with rich illustrations makes it deeply rooted in people's heart.
Team Members: Design Director:Chen Leng
Designer:Li Yin
Illustrator:Anna rudak
Image Credits: Image #1: designer Leng Chen, Variations, 2019.
Image #2: designer Yin Li, Variations, 2019.
Image #3: designer Yin Li, Variations, 2019.
Image #4: designer Leng Chen, Variations, 2019.
Image #5: designer Leng Chen, Variations, 2019.