Joy To Go Тартма by Du Qingyu and Zhang Jun

Joy To Go Тартма by Du Qingyu and Zhang Jun is a highly esteemed winner of the very prestigious 2025 A' Design Award Тимер бүләге in Упаковка Дизайны Competition Category.

ТимерУпаковка· 2025

Joy To Go Тартма

by Du Qingyu and Zhang Jun

Client: Joy Studio

A' Design Award Тимер бүләге Winner in Упаковка 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 Тартма

Joy To Go тиз ризык китерү тартмасы Joy исемле сөйкемле кечкенә персонаж IP-ны азык белән берләштерә һәм барлык тартма системасында бердәм дизайн булдыра. Бу уйнакы элементлар кызыклы булу өчен генә түгел, ә тартманың ачылыш механизмына да ишарә ясыйлар. Мәсәлән, башында гамбургер булган персонаж гамбургер тартмасында күрсәтелә. Гамбургерның күбрәк ингредиентлары кулланучылар капкычны ачканнан соң гына әкренләп күренә башлый. Моннан тыш, тартманы яңадан кулланырга мөмкин, чөнки нәкышләрне ертып алып битбилгеләр ясарга була, бу әйләнә-тирә мохит турындагы аңны үстерергә ярдәм итә.

The Recognition

About the A' Design Award Тимер бүләге

Joy To Go Тартма – A' Design Award Тимер бүләге җиңүчесе, бу яхшы эшләнгән иҗат җимешләреннән көтелгән профессиональ һәм сәнәгать таләпләренә җавап бирә торган яхшы дизайннарга бирелә торган абруйлы танып белү. Тимер җиңүчеләре үз авторларының зур осталыгын, югары махсуслашуын, белгечләрчә аңлавын һәм иҗади сәләтен күрсәтә. Joy To Go Тартма югары бәяләнгән, соклана торган һәм яратыла торган, практик һәм яңа иҗат җимеше булыр дип көтелә. A' Design Award Тимер бүләге җиңүче бу дизайн тармакның иң яхшы практикасын берләштерә һәм белем һәм талант белән бәйләнгән компетентлы техник үзлекләргә ия. Joy To Go Тартма җентеклелеге өчен хөрмәтләнә һәм дөньяны яхшырак урынга әйләндерергә булышучы тормыш сыйфатын яхшырту өчен эшләнгән.

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