Pastry Gift Box Qutiya Diyariyê by Fudesign - Kazuo Fukushima

Pastry Gift Box Qutiya Diyariyê by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 Xelata A' Design Award a Zîvîn in Dîzayna Pakêtkirinê Competition Category.

ZîvPakêtkirin· 2019

Pastry Gift Box Qutiya Diyariyê

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

Xelata A' Design Award a Zîvîn Winner in Pakêtkirin Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Pastry Gift Box Qutiya Diyariyê

Birêz Qiao marqeya pasteyên Yu Yuan e. Navnîşan armanc dike ku li cîhê dîmen û bajarê Shanghai devê devê xweş belav bike û biafirîne. Îlhama sêwiranê ji mîmariya dîrokî ya Shanghai tê, çanda bêhempa temsîl dike. Sêwirana afirîner quintessence mîmariya ku dikare bibe wêneyek sembolîk a şêwaza kevn-Şanghai, ku bi şêwaza nûjen re têkildar be, vegirt. Ew dihêle ku pakêta diyariyê bala geştiyaran wekî taybetmendiya herêmî bikire.

The Recognition

About the Xelata A' Design Award a Zîvîn

Pastry Gift Box Qutiya Diyariyê xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Pastry Gift Box Qutiya Diyariyê karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Pastry Gift Box Qutiya Diyariyê afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.

Behind the Design

Press Kit

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

Unique Properties: Yu Yuan is a famous historical scenery spot in Shanghai. Mr. Qiao is a pastry brand owned by the operating company of Yu Yuan. This is a Brand LOGO and package design project for Mr. Qiao. The design blended the western style pastry with old-shanghai style, using the image of Shikumen (literally stone gate), which is the traditional Shanghai architecture. It is evaluated as a differentiated design during the market of tradition food which is full of the outdated design.
Dimensions & Packaging: Width 250 mm x Depth 250 mm x Height 32 mm
Tags: Food, Package, Logo, Old Shanghai,
Production Technology: The key potion of this design is the combination of Chinese and Western styles.
The logois in the shape of a Chinese seal, suggesting that Mr. Qiao is a made in China brand of western-style pastry. This is a modern design which fits the times.
The packaging box is square with Chinese style. The simplest lines are used to represent Shikumen (literally stone gate). The gate is hollowed-out in the middle to show the LOGO, which has symbolic meaning.
The main color of the package is celadon green, representing old Shanghai.
When the inner box is opened, on the golden paper, the consumers will see the pattern of birds and phoenix tree leaves which symbolizes old Shanghai. This unique design brings surprise to the consumers.
Design Challenge: The core concept of the package design is modern nostalgic Shanghai. With this concept, the design should reflect charm of traditional Shanghai. Furthermore, the packaging style should be brand-new and unique, bringing topics for the tourists.
Research: Field work has been done on Yu Garden and analysis has been made on the client’s present products and competitors. The target group is tourists visiting Yu Garden. Our competitors include not only Shanghai local brands and domestic brands, but also international brands (Japanese brands, Taiwanese brands, etc.) of gift box. Finally, the product positioning was confirmed as Modern Nostalgic Shanghai.
Inspiration: In Shanghai, the year of 1800 is known as a Magic period. Full of historical stories, culture and arts attracted the generation by generation afterwards. By that time, architecture is the most representative of the unique culture. With the most advanced construction technology, integrated French style and tradition Chinese style, a brand-new culture was created. The creative design absorbed the quintessence of that age to take into this new era.
Project Duration: The project started in November 2018 in Shanghai and finished in January 2019.
Operation Flow: This gift box is sold in the scenery spot and online store of Yu Yuan. Targeting tourists out of Shanghai, from the country and worldwide. The image of design could be a symbolic of the city. Attracted the tourists to purchase as local specialty. It has been a spreading of Shanghai culture around the world as the tourists present it to friends and relatives.
Team Members: Creative Directer: Kazuo Fukushima
Art Directer: Haruka Takeuchi
Designer: Haruka Takeuchi
Account Manager: Ying Zhou
Printing execution: Kuai Hu (Beijing) Printing