Bronze Packaging Design · 2026
Shangze Fruit Music Farm Gift Box
by Enfonad
- A' Design Award 2026 Bronze Winner in Packaging Design
- Awarded April 15, 2026
- CLIENT: Datong City Dongtian Mining Co., Ltd.
- Estimated Number of Design Views: 6,979
- Verification code 10250BBFE3 · Verify this award
About Shangze Fruit Music Farm Gift Box
Shangze Fruit Music Farm is a gift box for tomatoes, shaped like a retro cassette player. The graphics, colors and structure recall the visual style of the 1960s to 1980s. A music module is activated when the box is opened, playing the brand anthem adapted from a classic song. Flat illustrations of radios, sewing machines, film reels and palm leaf fans are used, together with the brand character Fanxi. Tomato shaped cavities inside hold the fruit and cushion it during transport. Orange is used as the main color to appeal to younger buyers.
Enfonad's Shangze Fruit Music Farm Gift Box represents a sophisticated integration of agricultural heritage branding with contemporary graphic communication strategies, positioning fresh produce presentation within frameworks that honor pastoral tradition while embracing playful accessible visual languages appealing to diverse consumer audiences seeking authentic connections to food sources and farming culture. The design demonstrates accomplished understanding of packaging semiotics where structural format, chromatic palette, illustrative character, and typographic hierarchy collaborate to communicate product quality, brand personality, and category positioning simultaneously, the horizontal elongated format suggesting abundance and generous portions while the substantial physical presence conveys premium positioning within agricultural gift packaging categories, the chromatic strategy proves particularly effective in deploying the vibrant orange-red as both attention-capturing device in competitive retail environments and symbolic carrier of ripeness, vitality, and appetizing freshness associations deeply embedded within food marketing visual vocabularies across cultural contexts. The anthropomorphized rooster character functions as brand ambassador and narrative focal point, this avian protagonist rendered with geometric simplification and exaggerated gesture that recalls both historical commercial mascot traditions and contemporary character design methodologies prioritizing immediate recognition and emotional accessibility, the figure's jubilant pose suggesting harvest celebration and generous sharing activates positive associations with agricultural abundance and community gathering around fresh wholesome foods. The checkerboard pattern demonstrates sophisticated appropriation of vintage packaging aesthetics that dominated mid-twentieth-century agricultural product branding, this geometric motif functioning simultaneously as decorative enrichment, visual rhythm generator, and nostalgic reference point that positions the contemporary product within longer design histories lending credibility and heritage authenticity, within these geometric compartments the pictographic symbols introduce playful conceptual layers connecting music, celebration, and agricultural experience in ways that differentiate this offering from conventional produce packaging while maintaining accessibility through simplified recognizable iconography. The environmental staging evidences thoughtful consideration of how packaging photography constructs meaning beyond the package itself, the rustic timber surface and visible soil elements grounding the design literally and metaphorically in agricultural contexts while the atmospheric sky backdrop transforms functional product photography into aspirational lifestyle imagery suggesting outdoor freshness and natural growing conditions, this environmental theater elevating commodity packaging toward experiential storytelling that invites consumers to imagine not merely product consumption but participation in pastoral narratives and connection to farming landscapes. The fresh tomatoes positioned as both product samples and compositional elements demonstrate integration of actual agricultural output with graphic representation creating credibility through tangible evidence while their glossy surfaces and vibrant coloration fulfill appetite-appeal requirements essential to successful food packaging communication, these specimens serving as quality validators that anchor graphic exuberance in material reality. How does this packaging design negotiate between honoring traditional agricultural visual vocabularies and asserting contemporary graphic sophistication, and what might this hybrid approach suggest about evolving consumer desires for products that bridge heritage authenticity and modern sensibility?
Press Kit
- Unique Properties
- Themed on the music farm, the gift box shapes like a retro cassette player. Upon opening, it plays the brand anthem adapted from the classic song The East Is Red, complemented by the elements common in the 1960s to 1980s and the IP character brown eared pheasant, evoking memories of farm life from the era in auditory and visual ways. This creates a brand universe integrating sensory interactions, origin stories, and cultural connotations, elevating the agricultural product to an emotion carrier.
- Dimensions & Packaging
- 4000*3000px
- Tags
- Music Farm, Retro Cassette Player, Nostalgia Culture, Sensory Storytelling, Unity of Sound and Form, Immersive Interaction, Box Opening with a Sense of Ceremony, Intangible Cultural Heritage IP
- Production Technology
- The gift box, centered on the shape of a retro cassette player, authentically recreates the aesthetic style common in the 60s to 80s through graphics, colors, and structures. A music module plays the brand anthem, while details like knobs and frequency dials further highlight the function of music playback. The box transforms the typical elements of the 60s to 80s, such as film reel and palm leaf fans, into graphics, achieving a harmonious unity of packaging design and brand culture.
- Design Challenge
- The core challenge was how to strike a balance between retro elements and modern aesthetic taste. To address that, the design team has employed vibrant orange as the main color to attract younger demographics. The flat illustrations of old objects such as radios and sewing machines embody profound cultural significance and cater to the preferences of younger demographics. The cute IP character Fanxi further adds a touch of youthful energy, perfectly blending nostalgia with fashion.
- Project Duration
- The project officially started in Beijing in April 2025 and successfully finished in July of the same year.
- Operation Flow
- When users open the box, the music module automatically activates and plays the brand anthem adapted from the classic song The East Is Red. This instantly immerses users in the vibrancy of bygone days, creating a nostalgic ambience. Inside the box, tomato shaped cavities not only present a cute visual effect for an engaging experience, but also offer protective cushioning to minimize damage to the product during transportation.
- Research
- Market research has confirmed that people who grew up in the 60s to 80s share an emotional connection with the song The East Is Red and old objects like radios and thermos flasks, while younger demographics show curiosity toward nostalgia culture, interactive music mechanisms enhance brand recall, and IP characters emotionally bridge the gap between the brand and its consumers. The gift box demonstrates the practical value of nostalgia driven idea in brand communication and packaging design.
- Inspiration
- Inspired by the everyday objects typical of the 60s to 80s, the gift box shapes like a retro cassette player, utilizing a tangible form to evoke cultural nostalgia for that distinct historical era. Combined with the era specific elements and the IP character brown eared pheasant Fanxi, it suggests the mission of the product to authentically replicate the rich, sweet flavor of tomatoes in the 60s to 80s, providing a multisensory experience involving visual, auditory, and tactile senses.