Shangze Fruit Music Farm Tabewwaṭ n usefk sɣur Enfonad

Shangze Fruit Music Farm Tabewwaṭ n usefk sɣur Enfonad d anerbaz yettwaqadren meqqren n 2026 Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.

LbrunzAkemmus· 2026

Shangze Fruit Music Farm Tabewwaṭ n usefk

sɣur Enfonad

Amsaɣ: Datong City Dongtian Mining Co., Ltd.

Anerbaz n Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Akemmus

7,226

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #175429

Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Shangze Fruit Music Farm Tabewwaṭ n usefk

Shangze Fruit Music Farm d tabewwaṭ n usefk i ṭumaṭic, tesɛa talɣa n uselkim n tkasitin aqdim. Tugniwin, initen d tseddast-is smektayen-d aɣanib n twali n iseggasen seg 1960 ar 1980. Yiwen n uḥric n uẓawan yekker-d mi ara teldi tbewwaṭ, iceyyeɛ-d ccna n tmarka i d-yekkan seg yiwet n tezlit taqdimt tucbiḥt. Ttwasqedcent tugniwin tuzzigin n rradyowat, n tmacinin n uẓeṭṭa, n twarayin n usaru akked ibernaḍen n yiferrawen n tazdayt, akked wudem n tmarka Fanxi. Ixfawen yesɛan talɣa n ṭumaṭic daxel n tbewwaṭ ṭṭfen lfakya yerna ttḥudden-tt deg umesni. Ini aḍefri d win yettwasqedcen d ini agejdan iwakken ad d-yejbed imsaɣen imeẓyanen.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lbrunz

Shangze Fruit Music Farm Tabewwaṭ n usefk d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Shangze Fruit Music Farm Tabewwaṭ n usefk ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Shangze Fruit Music Farm Tabewwaṭ n usefk yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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.
Tigejdiwin & Akemmus: 4000*3000px
Tibzimin: 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
Tasnakta n Ufares: 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.
Asewḥel n Usnulfu: 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.
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: The project officially started in Beijing in April 2025 and successfully finished in July of the same year.
Tanila n Umahil: 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.
Igmamen n Terbaɛt: Yifeng Qu,
Hanxiao Wang