Enkindle Sanduuqa Shukulaatada by Ion Avram is a highly esteemed winner of the very prestigious 2020 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.
NaxaasXirmooyin· 2020
Enkindle Sanduuqa Shukulaatada
by Ion Avram
Client: Ion Avram
Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xirmooyin Category
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The Design
About Enkindle Sanduuqa Shukulaatada
Enkindle waa sanduuq shukulaato loogu talagalay shukulaato madow oo yaryar oo laba dhadhan ah, kaas oo ah basbaas iyo liin dhanaan oo lagu daray filfil. Naqshaddu waxay isku xidhaa laba sanduuq, kuwaas oo u adeega sida daboolka kaadhka soo baxa (pop-up card). Marka la furo, kaadhku wuxuu muujiyaa sheeko sawir ah oo leh jeexjeexyo saddex-cabbir ah. Jeexjeexyada dhinaca gudaha ayaa muujinaya shukulaatada yaryar, oo loo qaabeeyay sida fircooni burqan ah (volcano) dhadhanka basbaaska, iyo sida khasnad dahab ah dhadhanka liinta iyo filfilka. Tixraacaan wuxuu xasuusinayaa waqtiyadii hore, markii xawaashka lahaa qiimo la mid ah dahabka. Sanduuqu waxaa laga sameeyay kartoon (cardboard), waxaana lagu sii hayn karaa xitaa ka dib markii shukulaatada la cuno.
The Recognition
About the Abaalmarinta Naxaasta ah ee A' Design Award
Enkindle Sanduuqa Shukulaatada waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Enkindle Sanduuqa Shukulaatada waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Enkindle Sanduuqa Shukulaatada si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The concept is a double box of black chocolate mini-tablets, that come in two flavors: chili and lemon with pepper. The two boxes are the covers of a pop-up card, which, once unfolded, reveals the illustrated story of the product in three dimensional cut outs. The inner side of the packaging displays the mini-tablets through a direct cut out in the box, shaped as a volcano for chili, and shaped as gold bar treasure for lemon and pepper.
- Dimensions & Packaging
- 35cm x23cm x2cm the cardboard folded and 35cm x23cm x1cm each box. 5cmx5cm chocolate minitablets
- Tags
- enkindle, chili chocolate, lemon and pepper chocolate, sea monsters,chocolate legends, chocolate spices pop up card chocolate box
- Production Technology
- The box is made of cardboard. The box die cut allows the transportation of the unfolded boxes for logistic efficiency. The pattern of the box in made in CMYK to which two Pantone colors are added. The finishing is realized with matte coating and hot foil red and gold. When the box is open similarly to a book, on the inside of each one there are two cut outs that permit visibility to the chocolate mini tablets, the latter becoming elements of the box design.
- Design Challenge
- The main challenge was conceiving the shape of the box so that it looks as appealing closed as it does open as a book. The second challenge was the sizing of the cutouts in the inside, cutouts that allow seeing the chocolate minitablets.
- Research
- We checked the originality of the pop up box concept in various FMCG areas related to cardboard packaging in general, not limited to chocolate goods. The research was made in the online environment and took two months. We also looked into linking chocolate goods to non-sweet ingredients within a story concept and we found none.
- Inspiration
- The inspiration came from the exotic, spicy flavors which are targeted at a rather limited audience, compared to the sweet ones. Visually, the two spicy flavors were interpreted through graphic elements, such as the eyes represented on the cover, which generate a strong sensory reaction. In ancient times, spices were just as valuable as gold. Back then, the ships carrying the precious spices would spread legends and stories on their way back.
- Project Duration
- The projects started in November 2019 in Bucharest and finished in January 2020 in Bucharest
- Operation Flow
- The box of chocolate has a secondary function: it becomes a ludic, narrative object that makes the buyer keep it after having enjoyed the product. The chocolate and the pop up cards are both products designed to be offered as gifts. The fact of selling together two different varieties in two boxes makes it alluring for the buyer and the story unfolding in 3D is the surprise element.
- Image Credits
- Image #1: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
Image #2: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
Image #3: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
Image #4: Designer/Illustrator/Creator Ion Avram, Dear Brand, 2019
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