Silver Packaging Design · 2026
Tao Hua Ji Packaging Design
- A' Design Award 2026 Silver Winner in Packaging Design
- Awarded April 15, 2026
- CLIENT: Dong'e E Jiao
- Estimated Number of Design Views: 15,356
- Verification code 01B4689C2E · Verify this award
About Tao Hua Ji Packaging Design
Tao Hua Ji is a gift box packaging design for a snack that helps nourish the skin and is aimed at women. A three dimensional blooming pink peach blossom serves as the main visual element, reflecting the brand name and the brand visual assets. Gilding and relief printing give the petals a layered texture that stays visible from a distance on crowded store shelves. A handle allows easy carrying, so the box suits gift giving. Inside, a transparent PET layer is printed with patterns and the key product features.
Zhou Jingkuan's Tao Hua Ji Packaging Design represents a sophisticated synthesis of traditional craft sensibilities and contemporary structural innovation, transforming the conventional gift box into a dimensional artistic statement that celebrates botanical beauty and cultural heritage. The fan-shaped format itself carries profound associations within artistic traditions, historically serving as both functional object and treasured canvas for calligraphy and painting, here reimagined as a three-dimensional vessel. The designer demonstrates remarkable technical facility in orchestrating multiple surface treatments across a single unified form, from the painterly watercolor-style rendering of the central peach blossom with its subtle chromatic transitions from deep carmine through rose to cream, to the embossed white relief work creating textural topography across the upper regions. Gold linear elements suggesting stamens and botanical veining introduce metallic luminosity while maintaining organic naturalism, their radiating pattern establishing visual rhythms that guide the eye from the concentrated center outward toward the package edges. The calligraphic elements provide cultural grounding and product identification while contributing their own aesthetic dimension through brushstroke vitality and compositional integration. The presentation within a staged environment surrounded by actual peach blossoms creates compelling visual dialogue between representation and reality, inviting contemplation of how design transforms natural beauty into enduring cultural artifact. One might consider how this packaging elevates the gifting experience beyond mere product containment into meaningful aesthetic exchange.
Press Kit
- Unique Properties
- This product has the effect of beautifying and nourishing the skin. Its target customers are women. Using peach blossoms, which represent the brand's visual assets, as the main visual, it can not only convey the brand concept but also attract the attention of female users. The pink peach blossom on the packaging is very eye-catching when displayed. The box comes with a handle for carrying and is suitable for giving as a gift.
- Dimensions & Packaging
- 430*100*255mm
- Tags
- TAO HUA JI
- Production Technology
- The packaging of this product sold at Sam's Club features a "three-dimensional blooming peach blossom" as its core visual element. Different from traditional flat prints, By means of gilding and three-dimensional relief, the visual effect of peach blossoms becomes more textured and attractive to the shelves.
- Design Challenge
- The task of this project is to make the product packaging stand out on the shelves. Based on Sam's Club's shelf characteristics of "large packaging and multiple categories", the designer proposed the "3 meters 3 seconds" visual thinking - that is, enabling consumers to quickly capture the products from a distance of 3 meters and remember the core highlights of the packaging within 3 seconds. To achieve this goal, the packaging adopts a visual strategy of "high saturation + strong contrast" : it takes a "three-dimensional blooming peach blossom" as the core visual element, standing out among similar products and better attracting female users.
- Project Duration
- This project began in Shenzhen in May 2025, ended in August 2025, and was launched in Sam's Club stores in China in October 2025.
- Operation Flow
- The pink peach flowers on the packaging have a strong visual impact when displayed. The gift box has a handle for easy carrying and is suitable as a gift. After opening the box, there is a layer of transparent PET inside, with exquisite patterns and key selling points of the product printed on it, making the opening of the packaging more valuable. The plastic bags inside adopt Japanese preservation technology and can maintain a shelf life of one year without the need for preservatives.
- Research
- The shelf display of Sam's Club is characterized by "large packaging and multiple categories". The designer has used layered gilding and gradient color superimposition to make the peach blossom petals present a real texture of "pink on the outside, tender on the inside, and with a lustrous edge", as if a fresh peach blossom just picked from the branch is floating three-dimensional on the packaging.The brand name "TAO HUA JI" means a woman as beautiful as blooming peach blossoms. The ingredients of this snack help improve a woman's complexion and it has an annual sales volume of about one billion in the Chinese market. Maintaining brand equity is what design needs to do.
- Inspiration
- The brand name "Tao Hua Ji" symbolizes women as beautiful and charming as peach blossoms.
This product helps women enhance beauty and nourish the skin.
The design goal is to enable consumers to quickly notice the product from 3 meters away on the shelf and remember its core highlights within 3 seconds.
With "three-dimensional blooming pink peach blossom" as the core visual element, the design better builds brand visual assets, makes the product stand out among similar items, and more accurately attracts female users. - Image Credits
- Zhou Jingkuan（Creator）
- Patents
- For copyrights: "Copyrights belong to Zhou Jingkuan, 2025.