Joy To Go Takai by Du Qingyu and Zhang Jun

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

RinoTakai· 2025

Joy To Go Takai

by Du Qingyu and Zhang Jun

Client: Joy Studio

A' Design Award Rino Winner in Takai Category

11,639

Verified Award Winner

Verify Award Status for #165104

View at A' Design Award Press Release Award Badge

Colors

The Design

About Joy To Go Takai

Ka whakakotahi te takai tuku kai tere Joy To Go i te kiriata IP ataahua iti ko Joy me te kai, ā, ka hanga i tētahi hoahoa kotahi puta noa i te pūnaha takai. Ehara ēnei āhuatanga tākaro i te mea noa iho mō te whakangahau, engari e tohu ana hoki i te tikanga whakatuwhera o te takai. Hei tauira, ka whakaaturia tētahi kiriata me te hamburger i runga i tōna upoko ki runga i te takai hamburger. Ka taea te kite haere i ngā rawa o te hamburger i muri anake i te whakatuwheratanga a ngā kaiwhakamahi i te tapiki. Hei taapiri atu, ka taea te whakamahi anō i te takai, nā te mea ka taea te hahae i ngā tauira hei hanga tohu pukapuka, ā, ka āwhina tēnei ki te whakatairanga i te mātauranga taiao.

The Recognition

About the A' Design Award Rino

Ko Joy To Go Takai te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Joy To Go Takai he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Joy To Go Takai mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

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