Shangze Fruit Music Farm 선물 상자 by Enfonad

Shangze Fruit Music Farm 선물 상자 by Enfonad is a highly esteemed winner of the very prestigious 2026 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2026

Shangze Fruit Music Farm 선물 상자

by Enfonad

Client: Datong City Dongtian Mining Co., Ltd.

A' Design Award 동상 Winner in 패키징 Category

7,226

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 선물 상자

상저 과일 음악 농장(Shangze Fruit Music Farm)은 복고풍 카세트 플레이어 형태로 디자인된 토마토 선물 상자입니다. 그래픽, 색상, 구조는 1960년대부터 1980년대까지의 비주얼 스타일을 떠올리게 합니다. 상자를 열면 음악 모듈이 작동하여 클래식 명곡을 편곡한 브랜드 주제가가 재생됩니다. 라디오, 재봉틀, 필름 릴, 야자잎 부채를 플랫 일러스트레이션으로 표현했으며, 브랜드 캐릭터 판시(Fanxi)를 함께 사용했습니다. 내부에는 토마토 모양의 홈이 있어 과일을 고정하고 운송 중 충격을 완화합니다. 젊은 소비자층에게 어필하기 위해 오렌지색을 메인 컬러로 사용했습니다.

The Recognition

About the A' Design Award 동상

Shangze Fruit Music Farm 선물 상자, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Shangze Fruit Music Farm 선물 상자, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Shangze Fruit Music Farm 선물 상자, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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