Pastry Gift Box Hayway Kaxa by Fudesign - Kazuo Fukushima

Pastry Gift Box Hayway Kaxa by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 A' Design Award Qullqi Premiu in Pilluchina Kamay Competition Category.

QullqiPilluchina· 2019

Pastry Gift Box Hayway Kaxa

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

A' Design Award Qullqi Premiu Winner in Pilluchina 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 Hayway Kaxa

Mr. Qiao nisqaqa Yu Yuan sutiyuq pastelería marca kashan. Kay marcaqa munakun turismo wasimanta hinaspa Shanghai llaqtamanta allin rimayta mast'ariyta. Ruwaypa yuyaychayninqa Shanghai llaqtapa ñawpaq wasinkumanta shamun, sapaq kawsayta rikuchin. Kamaq ruwayqa arquitecturapa aswan sumaq kayninkunatach'unqun, ñawpa Shanghai estilopa símboloynin kanman, kunan pacha estilowanpas chaqrusqa. Chaymi kay hayway k'ipiqa puririchikkunata aysarqun kay llaqtamanta especialidad nisqa hina rantikunankupaq.

The Recognition

About the A' Design Award Qullqi Premiu

Pastry Gift Box Hayway Kaxa A' Design Award Qullqi Premiu mishak kan, ancha jatun yupaychay, kayta hanak, sumak shinallatak mancharina diseñukunaman kun. Qullqi mishak kashkakunaka ancha achikyaska shinallatak ancha mushuk ruraykunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. Pastry Gift Box Hayway Kaxa ruray yachak, ñawpak shinallatak mushuk yuyayta charik sumak rurashka kanata munanku. Kay Qullqi Premiu japishka diseñuka ancha riksishka shinallatak yupaychashka yuyay kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. Pastry Gift Box Hayway Kaxa achka runakunapak munashka rurashka kan, munayta kallarichin, alli yuyaykunata kun shinallatak mancharichin.

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