Joy To Go Afifioga by Du Qingyu and Zhang Jun

Joy To Go Afifioga by Du Qingyu and Zhang Jun is a highly esteemed winner of the very prestigious 2025 A' Design Award Uʻamea in Mamanu Afifi Competition Category.

UʻameaAfifi· 2025

Joy To Go Afifioga

by Du Qingyu and Zhang Jun

Client: Joy Studio

A' Design Award Uʻamea Winner in Afifi Category

11,639

Verified Award Winner

Verify Award Status for #165104

View at A' Design Award Press Release Award Badge

Colors

The Design

About Joy To Go Afifioga

O afifioga mo le tu'uina atu o mea'ai vave Joy To Go e fa'afefiloi ai le ata matagofie o le fa'ailoga e igoa ia Joy ma mea'ai, ma fa'atupuina ai se mamanu felagolagoma'i i le polokalame afifioga atoa. O nei vaega fa'afiafia e le'i na'o le fa'ata'ita'iga mo le fiafia ae fa'ailoa fo'i le auala e tatala ai le afifioga. Mo se fa'ata'ita'iga, o lo'o fa'aalia i le afifioga o le hamburger se ata o se tagata o lo'o i ai se hamburger i lona ulu. E mafai ona va'aia fua fa'aopoopo o le hamburger pe a tatala e le tagata fa'aoga le ufiufi. E le gata i lea, e mafai ona toe fa'aogaina le afifioga, ona e mafai ona saeia mamanu e fai ai ni fa'ailoga tusi, ma fa'atupuina ai le malamalama i le puipuiga o le si'osi'omaga.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Joy To Go Afifioga, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Joy To Go Afifioga e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Joy To Go Afifioga ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

Behind the Design

Press Kit

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

Unique Properties: The Joy To Go fast food delivery packaging cleverly integrates the cute little character IP named Joy with food, creating a cohesive design throughout the packaging. With its fun and colorful appearance, the design aims to bring joy to consumers, resonating with the brand name. The packaging boasts flat illustrations that brilliantly exhibit the brand's quality and playfulness, complemented by vibrant colors that captivate consumer attention and deliver a powerful visual impact. Moreover, the Joy patterns can be easily removed from the package and used as bookmarks, injecting joy into everyday life.
Dimensions & Packaging: Burger box: 125mm x 60mm x 120mm
Fries box: 80mm x 50mm x 120mm
Paper cup: 90mm x 90mm x 150mm
Ketchup: 70mm x 62mm x 26mm
Tags: Food packaging, illustration, fast food, takeout food, consumer products packaging, packaging concepts
Production Technology: For the packaging design, environmentally friendly and recyclable paper and paper-pulp materials have been selected to comply with environmental standards, minimize pollution, and preserve the environment. The structure is simple, effectively reducing material usage. Most components can be flattened, resulting in a smaller volume during transportation. Non-toxic, low-VOC, eco-friendly inks are applied to ensure vibrant colors while adhering to food safety standards and safeguarding consumer health. Moreover, the packaging can be reused, as the patterns can be torn off to create bookmarks, which helps to promote environmental awareness.
Design Challenge: Initially, we wanted to design a complex and interesting structure similar to a pop-up book, combining packaging, IP, and food. But as the design progressed, we changed our design strategy, considering the categories, transportation, cost, and environmental protection of fast-moving consumer goods. We followed the concept of less is more and hoped to present creativity in the simplest and most direct form. It is presented in the form you see now through continuous attempts and optimization.
Research: We study how to cleverly integrate brands, IP, and food to reflect their brand personality and differentiation. We combine packaging structure and materials selection with concepts such as practicality, convenience, safety, and environmental protection. Through market research, network, and book research on fast food packaging, we analyze consumer preferences, refine brand characteristics, conceive design plans, and promote the execution of the entire design.
Inspiration: To embody the "Joy" in the brand name, we created a character IP named Joy, integrating this character with food throughout the packaging design, resulting in a visually playful and innocent effect. We aim for this fun and colorful design to allow consumers to take home not only food but also happiness, enabling them to enjoy a unique atmosphere while savoring their meals. This approach encourages customers to leave with delicious food, smiles on their faces, and a lasting positive impression of the brand.
Project Duration: The project started in April 2024 in Beijing and finished in October 2024 in Beijing
Operation Flow: We combine food with the IP character through flat illustrations, integrating them into the packaging structure. For example, We designed a character with a hamburger on his head. After the user opens the lid, more hamburger ingredients can be gradually seen. When the user drinks, a diving figure can be seen on the top of the lid. When the user opens the lid of the French fries, it seems that a tomato French fry man is taking off his hat to show respect. The eyes hidden in the ketchup reveal a mischievous and interesting temperament. These playful elements showcase the brand's funny quality and hint at the packaging's opening mechanism.
Team Members: Du Qingyu
Zhang Jun
Image Credits: Du Qingyu