Silver Graphics, Illustration and Visual Communication Design · 2024
Cosmos Datong Brand Design
by YeZhang
- A' Design Award 2024 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: Beijing Jiaotong University
- Estimated Number of Design Views: 99,028
- Verification code DBE77C725B · Verify this award
About Cosmos Datong Brand Design
Cosmos Datong is a packaging design for a local pastry brand from the ancient city of Datong in Shanxi, China. Four sets of thematic illustrations show the historical features of the city in different periods. The illustrations combine local folk style with the oriental aesthetics of the new Chinese style, and use the traditional color palette of Shanxi shadow puppetry. The outer box is made of cardboard with a smooth UV coating, hot stamped text and die cut edges. The gift box holds three smaller boxes and is intended for festive occasions.
The brand identity system presented here demonstrates an accomplished synthesis of historical visual traditions with contemporary packaging conventions, positioning itself within the broader context of cultural heritage preservation through commercial design. The work engages thoughtfully with centuries-old artistic vocabularies including architectural rendering techniques reminiscent of classical painting traditions, processional imagery that echoes ceremonial murals, and textile patterns derived from weaving heritage. Technical merit is evident in the sophisticated color orchestration that moves confidently between saturated vermillion grounds and muted cream fields, creating visual rhythm while maintaining chromatic coherence through strategic repetition of accent hues including teal, gold, and burgundy across multiple packaging surfaces. The illustrative approach successfully bridges historical authenticity with contemporary clarity, rendering architectural details and figurative elements with sufficient precision to convey cultural specificity while maintaining the graphic boldness required for effective packaging communication. Compositional intelligence manifests in the asymmetrical arrangement that creates visual interest through varied scale relationships and the dynamic diagonal positioning that transforms static product photography into engaging visual narrative. The thematic content celebrates craftsmanship traditions and ceremonial heritage, suggesting the packaged contents carry cultural significance beyond mere consumption. One might observe references to historical trade routes and cultural exchange in the Silk Road naming, while the imagery of artisans and processions evokes appreciation for skilled labor and communal celebration. The viewer is invited to consider how contemporary design practice might serve as a vessel for cultural continuity, preserving and transmitting visual traditions through objects of daily commerce.
Press Kit
- Unique Properties
- The design team combed through the historical lineage of the ancient city of Datong, and through four sets of thematic illustrations showed the historical features of the city in different periods, which were eventually applied to the product packaging design and derivative materials. The combination of local folk style illustrations and oriental aesthetics of new Chinese style, blended with the traditional color palette of Shanxi shadow art, creates a strong impression of Datong.
- Dimensions & Packaging
- Outer packaging box: 300 * 300 * 70mm
Inner packaging box:
170 * 170 * 55mm
8.5 * 170 * 55mm
260 * 85 * 55mm
Promotion poster: 500 * 700mm - Tags
- local characteristics, traditional innovation, shadow puppetry culture, folk style illustrations, new chinese style，oriental aesthetics, brand design, packaging
- Production Technology
- GREAT HARMONY OF DATONG is a high-end food packaging box consisting of three small packaging boxes. The outer packaging box is made of environmentally friendly cardboard and high-quality paper material, with a smooth UV coating on the surface and good waterproof performance. The gift box text adopts hot stamping technology, and the edges adopt die-cutting technology to maintain the hardness and durability of the packaging box.
- Design Challenge
- The biggest challenge in this design project is how to infuse the rich traditional culture with new vitality, allowing it to create new visual effects. Enable consumers to feel the profound cultural heritage of the ancient city while savoring the delicious pastries.
- Project Duration
- The project started in January 2023, was completed in April. At present, the product has been marketed in food stores and gift shops in Shanxi, China in August 2023.
- Operation Flow
- This product is sold in both online and offline food stores and gift shops. This is a local pastry gift box with traditional characteristics of Shanxi, China, suitable for Chinese people to give as gifts to family and friends on festivals or festive occasions.
- Research
- Type: Brand Design Research
Goal: Design a unique pastry packaging with Shanxi folk culture in China
Method: Determine the design style through field investigation, on-site investigation, literature review, data analysis, brand planning, and other methods. This project mainly uses PS and AI software commonly used in graphic design for creation.
Result: The project ultimately identified the brand of GREAT HARMONY OF DATONG, combining the packaging of Shanxi style pastries with traditional shadow puppetry style illustrations, presenting a packaging design with folk customs and new Chinese style.
Effect/Impact: The packaging has been marketed in the Datong Cultural Tourism Scenic Area in Shanxi Province,which has achieved a good social evaluation, received wide media attention and effectively improved the visibility of Datong Ancient City. The successful launch of this pastry gift box not only showcases the perfect combination of local characteristics and traditional culture, but also provides a novel brand experience for the consumer group. - Inspiration
- "COSMOS DATONG" is a local pastry brand of the ancient city of Datong, and “Datong” symbolizing the Chinese people's enduring pursuit of peace. The main objective of this design is to elevate the product's value and propagate Datong's culture through thoughtful design.
As a business card of local culture and tourism, "COSMOS DATONG" is close to the product and lets consumers intuitively feel the glorious history, bringing them a rich visual experience and a deep emotional connection. - Image Credits
- This work is all original images not copyrighted.
- Patents
- This work is all original images not copyrighted.
Colors of Cosmos Datong Brand Design
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Cultural Heritage Design and Brand Development
We specialize in transforming cultural narratives into compelling visual identities. Our award-winning design team combines traditional aesthetics with contemporary innovation to create memorable brand experiences for museums, heritage sites, and cultural institutions.
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