Silver Packaging Design · 2025
Colorful Zhangzhou Brand Product Packaging
by Yangchao Wu
- A' Design Award 2025 Silver Winner in Packaging Design
- Awarded April 15, 2025
- CLIENT: Yangchao Wu
- Estimated Number of Design Views: 23,420
- Verification code 1DC90218DA · Verify this award
About Colorful Zhangzhou Brand Product Packaging
Colorful Zhangzhou is a packaging and identity system created for a city brand. The design covers a visual identity system, gift packaging, an offline experience space and an online life service platform. Red and the daffodil flower are used as the main themes, drawing on local history, customs and architectural patterns. Separate themes are developed for products such as mooncakes, tea and souvenirs. Each box measures 260 mm in width, 260 mm in depth and 140 mm in height. Innovative packaging structures improve protection during transport, and sustainable materials are used.
Yangchao Wu's Colorful Zhangzhou Brand Product Packaging exemplifies the contemporary synthesis of traditional cultural symbolism with refined structural innovation in luxury presentation design. This work engages with the rich heritage of ceremonial gift-giving practices while demonstrating remarkable technical sophistication in its integration of two-dimensional graphic surfaces with three-dimensional sculptural elements. The designer appears to have drawn inspiration from the narcissus flower, a bloom traditionally associated with spring celebrations, renewal, and auspicious blessings in numerous cultural contexts, transforming this botanical reference into an elegant paper sculpture that blooms forth upon opening the package. The vermillion field that serves as the primary chromatic ground carries deep associations with celebration, prosperity, and joyful occasions, while the pristine white of the flower petals suggests purity, new beginnings, and elevated refinement. The technical achievement of the folded paper flowers demonstrates exceptional craft sensibility, with each petal featuring delicate linear elements in golden tones that evoke the natural veining of actual narcissus blooms while simultaneously echoing the gold foil typography visible on the box surface. The compositional decision to present the florals as a clustered arrangement emerging from the center creates a dynamic focal point that rewards the act of opening, transforming functional packaging into experiential theater. The black exterior edge visible at the base adds visual weight and suggests material substance, grounding the composition and providing a sophisticated counterpoint to the warm vibrancy above. One might consider how this design elevates the gift-giving ritual itself, creating anticipation and delight through the choreographed reveal of beauty within.
Press Kit
- Unique Properties
- The Zhangzhou Municipal People's Government takes the lead in and oversees Colorful Zhangzhou, a state-owned city brand that is run by Zhangzhou Culture and Tourism and Health Group, a significant state-owned organization in Zhangzhou. It is one of just two complete categories of city name trademarks that the State Trademark Administration of China has approved.
- Dimensions & Packaging
- Width 260 mm x Depth 260 mm x Height 140 mm
- Tags
- Brand identity, Cultural integration, Visual identity system (VIS), Gift packaging, Sustainable packaging, Minimalism, Deconstructive design, Creative themes, Cultural heritage, User experience
- Production Technology
- The design team develops a series of corresponding themes for different usage scenarios, so that each design is not detached from the brand's own tone and full of unique theatrical tension. The design of this case utilizes innovative packaging structures to provide safer transportation protection while increasing the use of sustainable materials, which will be an important development trend that emphasizes both environmental awareness and commercial needs.
- Design Challenge
- This type of regional specialty with a relatively large range needs to be quickly captured by consumers by entering the market, which endows it with representative and distinct IPs. It can quickly close the distance with consumers, and on the other hand, it can convey the unique culture of the region through the shaping of IPs. The design of this case conforms to the local cultural characteristics, conforms to contemporary aesthetics, allowing more people to understand the local cuisine culture.
- Project Duration
- The project started in March 1, 2023 in China and finished in July 7, 2023 in China.
- Operation Flow
- Collect information on Zhangzhou's history and culture, geographical features, traditional crafts, and local resources. Develop thematic design plans for different products such as mooncakes, tea, and souvenirs. Create packaging designs that blend local culture with modern aesthetics. Enhance emotional connections between the brand and consumers through storytelling and cultural activities, and promote the dissemination and recognition of local culinary culture.
- Research
- A simple design and pattern can convey the core essence of the brand and product, which will bring a better user experience and stronger brand influence. The deconstructive design concept is subverting traditional aesthetic norms and leading the innovation and transformation of packaging design. It breaks through inherent forms and inertia through innovative and unprecedented design techniques, exploring more creative design expressions, and bringing new possibilities to the brand and industry.
- Inspiration
- The planning and design of the project is divided into four sections: brand VIS, present, offline experience space, and online life service platform. Beginning with the distinctive temperament of the city, incorporates Zhangzhou history and culture, local customs, architectural style, and other pattern resources. In order to infuse the city with cultural originality, red and the daffodil are chosen as the primary brand theme. Our goal remains to help Zhangzhou achieve rural revitalization.
- Image Credits
- Main image is Image #1: Photographer Answer Culture, Colorful Zhangzhou, 2023.
Optional Image #1: Photographer Answer Culture, Colorful Zhangzhou, 2023.
Optional Image #2: Photographer Answer Culture, Colorful Zhangzhou, 2023.
Optional Image #3: Photographer Answer Culture, Colorful Zhangzhou, 2023.
Optional Image #4: Photographer Answer Culture, Colorful Zhangzhou, 2023.
Colors of Colorful Zhangzhou Brand Product Packaging
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