Chao Xu ᱨᱮᱱᱟᱜ Happiness ᱢᱩᱱᱠᱮᱠ ᱯᱟᱠᱮᱡᱽ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2020
Happiness ᱢᱩᱱᱠᱮᱠ ᱯᱟᱠᱮᱡᱽ
Chao Xu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: La Maison Bakery
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#100696 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Happiness ᱢᱩᱱᱠᱮᱠ ᱯᱟᱠᱮᱡᱽ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱨᱟᱹᱥᱠᱟᱹ ᱢᱩᱱᱠᱮᱠ ᱯᱟᱠᱮᱡᱽ ᱫᱚ ᱢᱤᱫ ᱪᱷᱟᱹᱴᱭᱟᱹᱨ ᱯᱟᱠᱮᱡᱽ ᱥᱮᱴ ᱠᱟᱱᱟ, ᱡᱟᱸᱦᱟᱸ ᱨᱮ ᱢᱚᱬᱮ ᱜᱚᱴᱟᱝ ᱵᱟᱠᱚᱥ ᱢᱮᱱᱟᱜ ᱟᱠᱟᱫᱟ ᱡᱟᱸᱦᱟᱸ ᱫᱚ ᱵᱷᱮᱜᱟᱨ ᱵᱷᱮᱜᱟᱨ ᱵᱮᱱᱟᱣ ᱟᱨ ᱪᱤᱛᱟᱹᱨ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱤᱱᱵᱤᱴᱣᱤᱱ ᱠᱨᱤᱭᱮᱴᱤᱵᱷ ᱰᱤᱡᱟᱭᱤᱱ ᱴᱤᱢ ᱫᱚ ᱪᱟᱭᱱᱤᱡᱽ ᱦᱚᱨ ᱨᱮᱭᱟᱜ ᱪᱤᱛᱟᱹᱨ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱛᱮ, ᱡᱟᱭᱜᱟ ᱨᱮᱱ ᱦᱚᱲ ᱠᱚ ᱪᱮᱫ ᱞᱮᱠᱟ ᱛᱟᱞᱟ ᱦᱮᱢᱟᱞ ᱯᱟᱨᱟᱵᱽ ᱠᱚ ᱢᱟᱱᱟᱣᱟ ᱚᱱᱟ ᱨᱮᱭᱟᱜ ᱪᱤᱛᱟᱹᱨ ᱠᱚ ᱪᱤᱛᱟᱹᱨ ᱟᱠᱟᱫᱟ᱾ ᱱᱚᱶᱟ ᱪᱤᱛᱟᱹᱨ ᱨᱮ ᱡᱟᱭᱜᱟ ᱨᱮᱭᱟᱜ ᱚᱲᱟᱜ ᱠᱚ ᱟᱨ ᱛᱟᱞᱟ ᱦᱮᱢᱟᱞ ᱠᱟᱹᱢᱤ ᱠᱚ, ᱡᱮᱞᱮᱠᱟ ᱰᱨᱟᱜᱚᱱ ᱫᱟᱜ ᱰᱩᱝᱜᱤ ᱫᱟᱹᱲ, ᱴᱩᱰᱩᱠ ᱛᱮᱫ ᱮᱢᱟᱱ ᱠᱚ ᱫᱮᱠᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱪᱷᱟᱹᱴᱭᱟᱹᱨ ᱯᱟᱠᱮᱡᱽ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱷᱟᱹᱞᱤ ᱡᱚᱢᱟᱜ ᱫᱚᱦᱚᱭᱟᱜ ᱞᱮᱠᱟ ᱵᱟᱝ ᱠᱟᱹᱢᱤᱭᱟ, ᱵᱟᱹᱲᱛᱤ ᱠᱟᱛᱮ ᱥᱤᱭᱮᱱ ᱥᱚᱦᱚᱨ ᱨᱮᱭᱟᱜ ᱞᱟᱠᱪᱟᱨ ᱠᱚ ᱩᱫᱩᱜ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱥᱩᱢᱩᱝ ᱥᱤᱨᱤᱡᱽ ᱦᱚᱸ ᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Happiness ᱢᱩᱱᱠᱮᱠ ᱯᱟᱠᱮᱡᱽ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Happiness ᱢᱩᱱᱠᱮᱠ ᱯᱟᱠᱮᱡᱽ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- This is a set of mooncake package design for La Maison Bakery, which consist 5 slightly different box shapes. La Maison Bakery is a famous local bakery in Hubei province, they want to launch a new mooncake gift set which can reflect local characteristics of Hubei, including architecture, culture and mid-autumn festival activities.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- lid and base box: 360mm x 360mm x 55mm
drawer box: 385mm x 250mm x 190mm
double sides open box: 270mm x 380mm x 160mm - ᱴᱮᱜ ᱠᱚ
- package design, logo, handrawing, typography
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Those five package series need to have different structures which means they need to be opened in various ways. Designers need to take all the aspects into consideration in advance. For example, the most expensive one is the orange box, which will open like a book from middle.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The final products consist 5 different packages, with 5 different structure and size, meanwhile should look like a complete set of package series and in a narrative manner.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- The design team went to Enshi city which is the most significant scenic area in Hubei province, not only the local building but also its rich tourism activities make the place attractive. The illustration somehow demonstrate the feature of Enshi city meanwhile mixed some mid-autumn festival activities into the drawing, such as dragon boat racing, lighten the sky lanterns etc.
- ᱯᱨᱮᱨᱚᱱᱟ
- During Mid-autumn festival, Shien city will turn into a lively place, where people will eat mooncake, beat drums and race dragon boats to celebrate the festival. Designers wanted to depict this flourishing scene on the package. Designer team painted a magnificent picture of mid autumn festival by hand drawing illustration, then been cut into 5 parts for each package. the mooncake package serve as a tool to promote the culture of Shien city by applying Chinese style illustration.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- This project started in August 2019 in Hangzhou and finished in September 2019 in Hangzhou. Printed all the boxes in Hubei.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- After several rounds of discussions with our clients, the designers need to understand how consumers prefer while purchasing mooncake gift pack, if the box is too small, people will consider it not worthwhile as a gift, however if the size is too big, it will not be convenient for them to carry around. It is important to take all the facts into consideration while designing. The design team eventually came up five different packages to fit different need and budgets.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Trademark(2019) La Maison Bakery
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Chao Xu
Illustration: Danlin Zhang - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Collaterals and graphic design items: Chao Xu
Photography: Inlight
ᱥᱯᱚᱱᱥᱚᱨᱰ
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