YeZhang ᱨᱮᱱᱟᱜ Cosmos Datong ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2024 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱜᱨᱟᱯᱷᱤᱠ· 2024
Cosmos Datong ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ
YeZhang ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Beijing Jiaotong University
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#158800 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Cosmos Datong ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱠᱚᱥᱢᱚᱥ ᱫᱟᱛᱚᱝ ᱫᱚ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱥᱟᱱᱥᱤ ᱨᱮᱱᱟᱜ ᱢᱟᱨᱮ ᱱᱟᱜᱟᱨ ᱫᱟᱛᱚᱝ ᱠᱷᱚᱱ ᱢᱤᱫ ᱴᱷᱟᱶ ᱨᱮᱱᱟᱜ ᱯᱮᱥᱴᱨᱤ ᱵᱨᱟᱸᱰ ᱞᱟᱹᱜᱤᱫ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱾ ᱯᱩᱱᱭᱟᱹ ᱥᱮᱴ ᱵᱤᱥᱚᱭ ᱞᱮᱠᱟᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱪᱤᱛᱟᱹᱨ ᱠᱚ ᱦᱚᱛᱮᱛᱮ ᱟᱞᱟᱜ ᱟᱞᱟᱜ ᱡᱩᱜᱽ ᱨᱮ ᱱᱚᱶᱟ ᱱᱟᱜᱟᱨ ᱨᱮᱱᱟᱜ ᱤᱛᱤᱦᱟᱹᱥᱤᱠ ᱨᱩᱯ ᱩᱫᱩᱜ ᱟᱠᱟᱱᱟ ᱾ ᱪᱤᱛᱟᱹᱨ ᱠᱚ ᱨᱮ ᱴᱷᱟᱶᱟᱜ ᱞᱚᱠ ᱥᱴᱟᱭᱤᱞ ᱟᱨ ᱱᱟᱶᱟ ᱪᱤᱱᱤᱡᱽ ᱥᱴᱟᱭᱤᱞ ᱨᱮᱱᱟᱜ ᱯᱩᱨᱵᱤᱭᱟ ᱥᱩᱱᱫᱚᱨᱛᱟ ᱢᱮᱥᱟ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱥᱟᱱᱥᱤ ᱨᱮᱱᱟᱜ ᱩᱢᱩᱞ ᱯᱩᱛᱩᱞ ᱮᱱᱮᱡ (ᱥᱮᱰᱚ ᱯᱟᱯᱮᱴᱨᱤ) ᱨᱮᱱᱟᱜ ᱯᱟᱨᱚᱢᱯᱚᱨᱟ ᱨᱚᱝ ᱯᱮᱞᱮᱴ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱵᱟᱦᱨᱮ ᱵᱟᱠᱚᱥ ᱫᱚ ᱠᱟᱨᱰᱵᱚᱨᱰ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱨᱮ ᱫᱚ ᱨᱚᱦᱚᱲ ᱭᱩᱣᱤ ᱠᱚᱴᱤᱝ, ᱦᱚᱴ ᱥᱴᱟᱢᱯ ᱟᱠᱟᱱ ᱚᱞ ᱟᱨ ᱰᱟᱭ ᱠᱟᱴ ᱟᱠᱟᱱ ᱠᱚᱸᱬᱮ ᱢᱮᱱᱟᱜᱼᱟ ᱾ ᱥᱤᱨᱯᱷᱟᱹ ᱵᱟᱠᱚᱥ ᱨᱮ ᱯᱮᱭᱟ ᱦᱩᱰᱤᱧ ᱵᱟᱠᱚᱥ ᱢᱮᱱᱟᱜᱼᱟ ᱟᱨ ᱱᱚᱶᱟ ᱫᱚ ᱯᱚᱨᱚᱵ ᱚᱠᱛᱚ ᱞᱟᱹᱜᱤᱫ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Cosmos Datong ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Cosmos Datong ᱡᱚᱢᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ 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
- The design team combed through the historical lineage of the ancient city of Datong, and through four sets of thematic illustrations showed the historical features of the city in different periods, which were eventually applied to the product packaging design and derivative materials. The combination of local folk style illustrations and oriental aesthetics of new Chinese style, blended with the traditional color palette of Shanxi shadow art, creates a strong impression of Datong.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Outer packaging box: 300 * 300 * 70mm
Inner packaging box:
170 * 170 * 55mm
8.5 * 170 * 55mm
260 * 85 * 55mm
Promotion poster: 500 * 700mm - ᱴᱮᱜ ᱠᱚ
- local characteristics, traditional innovation, shadow puppetry culture, folk style illustrations, new chinese style，oriental aesthetics, brand design, packaging
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- GREAT HARMONY OF DATONG is a high-end food packaging box consisting of three small packaging boxes. The outer packaging box is made of environmentally friendly cardboard and high-quality paper material, with a smooth UV coating on the surface and good waterproof performance. The gift box text adopts hot stamping technology, and the edges adopt die-cutting technology to maintain the hardness and durability of the packaging box.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The biggest challenge in this design project is how to infuse the rich traditional culture with new vitality, allowing it to create new visual effects. Enable consumers to feel the profound cultural heritage of the ancient city while savoring the delicious pastries.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Type: Brand Design Research
Goal: Design a unique pastry packaging with Shanxi folk culture in China
Method: Determine the design style through field investigation, on-site investigation, literature review, data analysis, brand planning, and other methods. This project mainly uses PS and AI software commonly used in graphic design for creation.
Result: The project ultimately identified the brand of GREAT HARMONY OF DATONG, combining the packaging of Shanxi style pastries with traditional shadow puppetry style illustrations, presenting a packaging design with folk customs and new Chinese style.
Effect/Impact: The packaging has been marketed in the Datong Cultural Tourism Scenic Area in Shanxi Province,which has achieved a good social evaluation, received wide media attention and effectively improved the visibility of Datong Ancient City. The successful launch of this pastry gift box not only showcases the perfect combination of local characteristics and traditional culture, but also provides a novel brand experience for the consumer group. - ᱯᱨᱮᱨᱚᱱᱟ
- "COSMOS DATONG" is a local pastry brand of the ancient city of Datong, and “Datong” symbolizing the Chinese people's enduring pursuit of peace. The main objective of this design is to elevate the product's value and propagate Datong's culture through thoughtful design.
As a business card of local culture and tourism, "COSMOS DATONG" is close to the product and lets consumers intuitively feel the glorious history, bringing them a rich visual experience and a deep emotional connection. - ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in January 2023, was completed in April. At present, the product has been marketed in food stores and gift shops in Shanxi, China in August 2023.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- This product is sold in both online and offline food stores and gift shops. This is a local pastry gift box with traditional characteristics of Shanxi, China, suitable for Chinese people to give as gifts to family and friends on festivals or festive occasions.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- This work is all original images not copyrighted.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：Yelin
Designer：LeSun
Designer：WanqiChen
Designer：YuyangWu
Designer：XiaoYiWang - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- This work is all original images not copyrighted.
ᱥᱯᱚᱱᱥᱚᱨᱰ
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ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
