Hou Juice Te Pūhera Wai Huarākau by Leng Chen

Hou Juice Te Pūhera Wai Huarākau by Leng Chen is a highly esteemed winner of the very prestigious 2020 A' Design Award Koura in Hoahoa Takai Competition Category.

KouraTakai· 2020

Hou Juice Te Pūhera Wai Huarākau

by Leng Chen

Client: Pagoda

A' Design Award Koura Winner in Takai Category

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Verified Award Winner

Verify Award Status for #95369

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Colors

The Design

About Hou Juice Te Pūhera Wai Huarākau

Ko Hou Juice he hoahoa pūhera mō tētahi waitohu wai huarākau hou. E 45 mitarau te whānui o te pātara, e 165 mitarau te teitei. Kua hipokina te pātara kirihou ki te kiriata kanapa-peara, ā, kua whakaotihia ki te huka mātao me te tā tae tohu. Ko ngā whakaahua o ngā makimaki te kaupapa ataata matua, ā, kua tuhia he kōrero motuhake mō ia hā huarākau. Ko te makimaki te tohu o te kamupene huarākau matua, ā, he tohu hoki o te hihiri i roto i te ahurea Hainamana. Ko te whāinga o te hoahoa he whakaputa i te taiao, te hou me te kounga, me te whakatū whakapono i waenga i ngā kaihoko e aro nui ana ki te hauora.

The Recognition

About the A' Design Award Koura

Ko Hou Juice Te Pūhera Wai Huarākau te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Hou Juice Te Pūhera Wai Huarākau he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Hou Juice Te Pūhera Wai Huarākau i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.

Behind the Design

Press Kit

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

Unique Properties: Pagoda is China's largest fruit production.trade, retail as one of the fruit industry chain enterprises.Its recently- lauched brand HOU Juice focuses on providing fresh juice. so HOU juice endorses Pagoda in naming strategy, which is not only related to the symbol of Pagoda monkey.but also similar to the pronunciation of good Juice in cantonese.This product strives to convey the core value of Pagoda, both in manufacturing technology and packaging.
Dimensions & Packaging: Diameter 45mm x Height 165mm
Tags: juice, packaging, branding, drink, beverages，
Production Technology: The plastic bottle is made of pearlescent film with frosting and spot color printing technology.
Design Challenge: The biggest obstacle to the launch of fruit juice is consumer Questioning the source of fruit.Our team undertakes the mission of art direction.With Pagoda as quality guarantee, we believe that through innovative visual creativity and brand strategy, from nice packaging to tastes good, we can meet consumers' demand for high-quality fruit juice and give consumers a more reliable sense of brand trust.
Research: The urban middle class with health needs is our core audience.They pay more attention to the quality of life and the feeling of packaging.therefore this product not only focues on the design of it's own craft but also focuses on the design of its own craft, but also focuses on the inheritance of culture.The monkey.is not only the super symbol of the Pagoda brand but also one of the Chinese zodiac signs which has been regarded as a symbol of auspiciousness and vitality since ancient times.so we decided to use this element to show originality and enhance the brand's cultural identity.
Inspiration: We believe that visual recognition and art direction can give consumers a more reliable sense of brand trust, and create a juice brand with a sense of trust and recognition in China.Monkey.the iconic symbol of it's parent brand Pagoda fruit, customizes the theme story according to the characteristics of each fruit juice, and presents the natural to one pattern creative style through the form of illustration, which better interprets the concept of nature and freshness of fruit juice brand.
Project Duration: The project started on March 20,2018 and completed on May 28,2018.The design was completed in Shenzhen.
Operation Flow: Nowadays, the beverage market is constantly developing, and safe and healthy fruit juice beverage is the first choice of consumers.Good fruit Juice comes from good fruit. HOU Juice inherits the concept of healthy,natural and high quality of its parent brand Pagoda from brand naming and overall visual expression,and creates a unique brand image.The creative style of returning to nature and vitality with rich illustrations makes it deeply rooted in people's heart.
Team Members: Design Director:Chen Leng
Designer:Li Yin
Illustrator:Anna rudak
Image Credits: Image #1: designer Leng Chen, Variations, 2019.
Image #2: designer Yin Li, Variations, 2019.
Image #3: designer Yin Li, Variations, 2019.
Image #4: designer Leng Chen, Variations, 2019.
Image #5: designer Leng Chen, Variations, 2019.