Hou Juice Gupakira Umutobe by Leng Chen is a highly esteemed winner of the very prestigious 2020 Igihembo cya A' Design Award cya Zahabu in Igishushanyo cy'Ipaki Competition Category.

ZahabuIpaki· 2020

Hou Juice Gupakira Umutobe

by Leng Chen

Client: Pagoda

Igihembo cya A' Design Award cya Zahabu Winner in Ipaki Category

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Colors

The Design

About Hou Juice Gupakira Umutobe

Hou Juice ni igishushanyo cyo gupakira cy'ikirango cy'umutobe mushya. Icupa rifite umurambararo wa milimetero 45 n'uburebure bwa milimetero 165. Icupa rya pulasitiki ripfundikijwe n'agakoma karabagirana kandi rikarangizwa hakoreshejwe ubuhanga bwo kurikanika hamwe no gucapa ku mabara yihariye. Amashusho y'inkende niyo agize insanganyamatsiko nyamukuru igaragara, kandi buri buryohe bw'imbuto bufite inkuru yabwo yihariye yashushanyijwe. Inkende ni ikimenyetso cy'isosiyete nkuru y'imbuto kandi ni ikimenyetso cy'imbaraga n'ubuzima mu muco w'Abashinwa. Iki gishushanyo kigamije kugaragaza kamere, ubushyashya n'ubuziranenge, no kubaka icyizere mu baguzi bita ku buzima bwabo.

The Recognition

About the Igihembo cya A' Design Award cya Zahabu

Hou Juice Gupakira Umutobe ni uwegukanye Igihembo cya A' Design Award cya Zahabu, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo biri ku rwego rwa mbere, bitangaje kandi by'indashyikirwa. Abegukanye Zahabu ni ibihangano birimo udushya twinshi, bifite icyerekezo kandi bimurika, bigaragaza impano, ubwenge n'ubuhanga bw'ababihanze. Hou Juice Gupakira Umutobe biteganyijwe ko izaba igihangano gishimwa cyane, gishyiraho imigendekere mishya kandi gitanga agaciro katigeze kaboneka. Iki gishushanyo cyegukanye Zahabu ni umushinga utangaje kandi wubahwa ugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Hou Juice Gupakira Umutobe itera ibyifuzo bikomeye, ikangura ishyaka, ishishikariza guhanga kandi igatwara imitima yacu.

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.