Pastry Gift Box Sovg'a Qutisi by Fudesign - Kazuo Fukushima

Pastry Gift Box Sovg'a Qutisi by Fudesign - Kazuo Fukushima is a highly esteemed winner of the very prestigious 2019 A' Design Award Kumush Mukofoti in Qadoqlash Dizayni Competition Category.

KumushQadoqlash· 2019

Pastry Gift Box Sovg'a Qutisi

by Fudesign - Kazuo Fukushima

Client: Shanghai Yuyuan（group）co. Ltd

A' Design Award Kumush Mukofoti Winner in Qadoqlash Category

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Verified Award Winner

Verify Award Status for #77858

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pastry Gift Box Sovg'a Qutisi

Janob Qiao - Yu Yuanning qandolatchilik brendi. Brend manzarali joy va Shanxay shahri haqida yaxshi so'zlarni tarqatish va yaratishni maqsad qilgan. Dizayn ilhomi Shanxayning tarixiy arxitekturasidan kelib chiqadi, noyob madaniyatni ifodalaydi. Ijodiy dizayn arxitekturaning kvintessensiyasini o'ziga singdirdi, bu zamonaviy uslub bilan uyg'unlashgan qadimgi Shanxay uslubining ramziy qiyofasi bo'lishi mumkin. Bu sovg'a to'plamini sayyohlarni mahalliy taom sifatida sotib olishga jalb qiladi.

The Recognition

About the A' Design Award Kumush Mukofoti

Pastry Gift Box Sovg'a Qutisi A' Design Award Kumush Mukofotining g‘olibi bo‘lib, bu go‘zal, ulug‘vor va ta’sirchan eng yuqori darajadagi dizaynlarga beriladigan favqulodda nufuzli e’tirofdir. Kumush g‘oliblari o‘z dizaynerlarining ajoyib mahorati, iste’dodi va o‘tkirligini ko‘rsatuvchi juda yorqin va o‘ta ijodiy asarlardir. Pastry Gift Box Sovg'a Qutisi ajoyib, namunaviy, diqqatga sazovor darajada kasbiy va chuqur innovatsion asar bo‘lishi kutiladi. A' Design Award Kumush Mukofotini qo‘lga kiritgan ushbu dizayn san’at, fan, dizayn va texnologiya chegaralarini kengaytiruvchi juda e’tiborga loyiq, tahsinga sazovor ixtirodir. Pastry Gift Box Sovg'a Qutisi ko‘pchilik havas qiladigan, istaklarni uyg‘otadigan, ijobiy tuyg‘ular olib keladigan hamda hayrat va ajablanish uyg‘otadigan ijoddir.

Behind the Design

Press Kit

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

Unique Properties: Yu Yuan is a famous historical scenery spot in Shanghai. Mr. Qiao is a pastry brand owned by the operating company of Yu Yuan. This is a Brand LOGO and package design project for Mr. Qiao. The design blended the western style pastry with old-shanghai style, using the image of Shikumen (literally stone gate), which is the traditional Shanghai architecture. It is evaluated as a differentiated design during the market of tradition food which is full of the outdated design.
Dimensions & Packaging: Width 250 mm x Depth 250 mm x Height 32 mm
Tags: Food, Package, Logo, Old Shanghai,
Production Technology: The key potion of this design is the combination of Chinese and Western styles.
The logois in the shape of a Chinese seal, suggesting that Mr. Qiao is a made in China brand of western-style pastry. This is a modern design which fits the times.
The packaging box is square with Chinese style. The simplest lines are used to represent Shikumen (literally stone gate). The gate is hollowed-out in the middle to show the LOGO, which has symbolic meaning.
The main color of the package is celadon green, representing old Shanghai.
When the inner box is opened, on the golden paper, the consumers will see the pattern of birds and phoenix tree leaves which symbolizes old Shanghai. This unique design brings surprise to the consumers.
Design Challenge: The core concept of the package design is modern nostalgic Shanghai. With this concept, the design should reflect charm of traditional Shanghai. Furthermore, the packaging style should be brand-new and unique, bringing topics for the tourists.
Research: Field work has been done on Yu Garden and analysis has been made on the client’s present products and competitors. The target group is tourists visiting Yu Garden. Our competitors include not only Shanghai local brands and domestic brands, but also international brands (Japanese brands, Taiwanese brands, etc.) of gift box. Finally, the product positioning was confirmed as Modern Nostalgic Shanghai.
Inspiration: In Shanghai, the year of 1800 is known as a Magic period. Full of historical stories, culture and arts attracted the generation by generation afterwards. By that time, architecture is the most representative of the unique culture. With the most advanced construction technology, integrated French style and tradition Chinese style, a brand-new culture was created. The creative design absorbed the quintessence of that age to take into this new era.
Project Duration: The project started in November 2018 in Shanghai and finished in January 2019.
Operation Flow: This gift box is sold in the scenery spot and online store of Yu Yuan. Targeting tourists out of Shanghai, from the country and worldwide. The image of design could be a symbolic of the city. Attracted the tourists to purchase as local specialty. It has been a spreading of Shanghai culture around the world as the tourists present it to friends and relatives.
Team Members: Creative Directer: Kazuo Fukushima
Art Directer: Haruka Takeuchi
Designer: Haruka Takeuchi
Account Manager: Ying Zhou
Printing execution: Kuai Hu (Beijing) Printing