Hou Juice Sephutheloana sa Jusi by Leng Chen

Hou Juice Sephutheloana sa Jusi by Leng Chen is a highly esteemed winner of the very prestigious 2020 Moputso oa Khauta oa A' Design Award in Moralo wa Phuthelo Competition Category.

KhautaPhuthelo· 2020

Hou Juice Sephutheloana sa Jusi

by Leng Chen

Client: Pagoda

Moputso oa Khauta oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Hou Juice Sephutheloana sa Jusi

Hou Juice ke moralo oa sephutheloana bakeng sa lebitso la khoebo la jusi e foreshe. Botlolo e na le bophara ba limilimithara tse 45 le bophahamo ba limilimithara tse 165. Botlolo ea polasetiki e koahetsoe ka filimi e benyang joaloka perela 'me e phethetsoe ka frosting le khatiso ea mebala e khethiloeng. Litšoantšo tsa litšoene li etsa sehlooho se seholo sa pono, 'me pale e ikhethang e ngotsoe bakeng sa tatso e 'ngoe le e 'ngoe ea litholoana. Tšoene ke letšoao la k'hamphani ea litholoana ea motsoali 'me ke letšoao la matla a bophelo setsong sa Machaena. Moralo o ikemiselitse ho hlahisa tlhaho, bofreshe le boleng, le ho haha tšepo har'a bareki ba tsotellang bophelo bo botle.

The Recognition

About the Moputso oa Khauta oa A' Design Award

Hou Juice Sephutheloana sa Jusi ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Hou Juice Sephutheloana sa Jusi e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Hou Juice Sephutheloana sa Jusi e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

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.