Joy To Go 패키징 by Du Qingyu and Zhang Jun

Joy To Go 패키징 by Du Qingyu and Zhang Jun is a highly esteemed winner of the very prestigious 2025 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2025

Joy To Go 패키징

by Du Qingyu and Zhang Jun

Client: Joy Studio

A' Design Award 철상 Winner in 패키징 Category

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Verified Award Winner

Verify Award Status for #165104

View at A' Design Award Press Release Award Badge

Colors

The Design

About Joy To Go 패키징

Joy To Go 패스트푸드 배달 패키징은 '조이(Joy)'라는 귀여운 캐릭터 IP를 음식과 통합하여 패키지 시스템 전반에 걸쳐 일관성 있는 디자인을 구현합니다. 이러한 유쾌한 요소들은 단순히 재미를 위한 것이 아니라 패키징의 개봉 메커니즘을 암시하기도 합니다. 예를 들어, 햄버거 패키징에는 머리 위에 햄버거를 올린 캐릭터가 그려져 있습니다. 사용자가 뚜껑을 열면 더 많은 햄버거 재료들이 점진적으로 보이게 됩니다. 또한, 패턴을 뜯어내어 책갈피로 만들 수 있어 패키징을 재사용할 수 있으며, 이는 환경 인식 제고에 도움이 됩니다.

The Recognition

About the A' Design Award 철상

Joy To Go 패키징, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Joy To Go 패키징, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Joy To Go 패키징, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: The Joy To Go fast food delivery packaging cleverly integrates the cute little character IP named Joy with food, creating a cohesive design throughout the packaging. With its fun and colorful appearance, the design aims to bring joy to consumers, resonating with the brand name. The packaging boasts flat illustrations that brilliantly exhibit the brand's quality and playfulness, complemented by vibrant colors that captivate consumer attention and deliver a powerful visual impact. Moreover, the Joy patterns can be easily removed from the package and used as bookmarks, injecting joy into everyday life.
Dimensions & Packaging: Burger box: 125mm x 60mm x 120mm
Fries box: 80mm x 50mm x 120mm
Paper cup: 90mm x 90mm x 150mm
Ketchup: 70mm x 62mm x 26mm
Tags: Food packaging, illustration, fast food, takeout food, consumer products packaging, packaging concepts
Production Technology: For the packaging design, environmentally friendly and recyclable paper and paper-pulp materials have been selected to comply with environmental standards, minimize pollution, and preserve the environment. The structure is simple, effectively reducing material usage. Most components can be flattened, resulting in a smaller volume during transportation. Non-toxic, low-VOC, eco-friendly inks are applied to ensure vibrant colors while adhering to food safety standards and safeguarding consumer health. Moreover, the packaging can be reused, as the patterns can be torn off to create bookmarks, which helps to promote environmental awareness.
Design Challenge: Initially, we wanted to design a complex and interesting structure similar to a pop-up book, combining packaging, IP, and food. But as the design progressed, we changed our design strategy, considering the categories, transportation, cost, and environmental protection of fast-moving consumer goods. We followed the concept of less is more and hoped to present creativity in the simplest and most direct form. It is presented in the form you see now through continuous attempts and optimization.
Research: We study how to cleverly integrate brands, IP, and food to reflect their brand personality and differentiation. We combine packaging structure and materials selection with concepts such as practicality, convenience, safety, and environmental protection. Through market research, network, and book research on fast food packaging, we analyze consumer preferences, refine brand characteristics, conceive design plans, and promote the execution of the entire design.
Inspiration: To embody the "Joy" in the brand name, we created a character IP named Joy, integrating this character with food throughout the packaging design, resulting in a visually playful and innocent effect. We aim for this fun and colorful design to allow consumers to take home not only food but also happiness, enabling them to enjoy a unique atmosphere while savoring their meals. This approach encourages customers to leave with delicious food, smiles on their faces, and a lasting positive impression of the brand.
Project Duration: The project started in April 2024 in Beijing and finished in October 2024 in Beijing
Operation Flow: We combine food with the IP character through flat illustrations, integrating them into the packaging structure. For example, We designed a character with a hamburger on his head. After the user opens the lid, more hamburger ingredients can be gradually seen. When the user drinks, a diving figure can be seen on the top of the lid. When the user opens the lid of the French fries, it seems that a tomato French fry man is taking off his hat to show respect. The eyes hidden in the ketchup reveal a mischievous and interesting temperament. These playful elements showcase the brand's funny quality and hint at the packaging's opening mechanism.
Team Members: Du Qingyu
Zhang Jun
Image Credits: Du Qingyu