Charlene 10 Years מתנה־קעסטל by Hanyun Gu and Yibing Hu is a highly esteemed winner of the very prestigious 2025 A' Design Award אין בראָנדז in מתּנה סחורה דיזײַן Competition Category.
בראָנדזמתּנה סחורה· 2025
Charlene 10 Years מתנה־קעסטל
Client: Charlene Classic
A' Design Award אין בראָנדז Winner in מתּנה סחורה Category
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The Design
About Charlene 10 Years מתנה־קעסטל
טשארלין 10 יאָר איז אַ געדעכעניש-מתנה־קעסטל באַשאַפֿן פֿאַרן צענטן יוביליי-אויסשטעלונג פֿון אַ צירונג-מארקע. דאָס קעסטל האָט די פֿאָרעם פֿון אַ פֿעכער-פוטער און מיסט 260 מיט 95 מיט 40 מיליmeter. אַ עפֿן-סטרוקטור דערמאָנט אַ פֿענצטער, אָנווענדנדיק אַ פֿריערדיקן אויסשטעלונג-טעמע. דער אויסשטעלונג-טעמע איז אַרויסגעדרוקט אין גרין אויף דער אויבערפֿלאַך, און דער מארקע-סלאָגאַן איז אַרויסגעדרוקט אין זילבער אויפֿן דעקל. אינעווייניק געפֿינען זיך אַ הויפּט-בוך, אַ צוגאָב, אַ בעמבוס-פֿעכער אין אַ ווייַסן קעסטל, אַ פּאַפּיר-פאַרבעטונג און אַ בעמבוס-מאָל-קאַרטל. דער צוגאָב ניצט די טראַדיציאָנעלע אַקאָרדעאָן-בינדונג און עפֿנט זיך אויס צו צען מעטער.
The Recognition
About the A' Design Award אין בראָנדז
Charlene 10 Years מתנה־קעסטל איז אַ געווינער פֿון דעם A' Design Award אין בראָנדז, אַן העכסט פּרעסטיזשע אָנערקענונג וואָס ווערט געגעבן צו אויסגעצייכנטע דיזײַנס וואָס שטעכן אַרויס מיט קרעאַטיוויטעט, דערפֿינדונג און קלוגשאַפֿט. בראָנדז-געווינער זענען זייער בקיאותדיקע און אויפֿפֿאַלנדיק קרעאַטיווע אַרטיפֿאַקטן וואָס באַשטעטיקן די ברייטע דערפֿאַרונג, פֿאַנטאַזיע און דערפֿינדונג-קראַפֿט פֿון זייערע דיזײַנערס. פֿון Charlene 10 Years מתנה־קעסטל ווערט דערוואַרט אַז עס איז אַ הויך געשעצטע, באַוווּנדערטע און ליבע זאַך וואָס איז אויפֿפֿאַלנדיק פּראָפֿעסיאָנעל און אינאָוואַטיוו. דער דאָזיקער געווינענדיקער דיזײַן פֿון A' Design Award אין בראָנדז פֿאַראײניקט די בעסטע פּראַקטיקן אין קונסט, וויסנשאַפֿט, דיזײַן און טעכנאָלאָגיע, און איז אויסגעצייכנט פֿאַר זײַן אויפֿמערקזאַמקייט צו דעטאַלן. Charlene 10 Years מתנה־קעסטל באַפֿרידיקט באַדערפֿענישן פּראַכטפֿול, רירט אָן תּאוות, פֿאַרכּישופֿט געפֿילן און רופֿט נײַגעריקייט.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The elegant name for a fan, "Ren Feng," implies the virtues of benevolence, righteousness, propriety, wisdom, and trustworthiness, as well as the elegance of poetry, music, and odes. This concept serves as the creative theme for Charlene Classic and represents a unique emotional symbol used to interpret the values shared by the brand and its users. They are using jewelry as a medium to promote Chinese culture and supreme philosophical wisdom.
- Dimensions & Packaging
- Size: 260*95*40mm.
We designed a book box in the shape of a fan case with the theme of "Benevolent Breeze Presented in a Box". It adopts an opening structure like a window (qǐ yǒu), echoing the brand's first exhibition theme of "Opening the Window to Admire the Splendor". Inside the white fan box is a green all-bamboo fan. The supplement is in the traditional Chinese accordion binding and unfolds to be as long as 10 meters. - Tags
- Oriental aesthetics, reading experience, book design, cultural dissemination, bamboo, painting scroll
- Production Technology
- While retaining the traditional form of paper invitations, the designer uses a fan as the main invitation for the event. The fan can not only represent the sentiment and taste of the fan holder, but also be used as a token to convey emotions. It will also be an exhibition souvenir. The designer takes the "Wonders of Xiao and Xiang" by Mi Youren, a painter of the Southern Song Dynasty, as the design concept of the entire set of books - summarizing the ancients' evaluations of this painting into four sections and carefully arranging the reading experience after opening the book box according to this structure. In the book case are the main volume, the supplement, the bamboo fan and box, the paper invitation and the bamboo painting card. Readers create an atmosphere of the poetic home of Eastern literati step by step through the rich changes in craftsmanship, materials and different papers during reading.
- Design Challenge
- The core of design is to convey "The Benevolent Breeze Spreads" and show the "elegant charm" of the Orient. We conceived from two aspects.
Outside: "Benevolent Breeze Presented in a Box". In research, we found ancient people used fine fan cases. We set the album theme as this and designed a book box like a fan case. For the structure, inspired by the brand name "Xuan" (meaning window), we added an opening structure for a window-opening feel, responding to the 2017 exhibition theme. Hoping Charlene keeps spreading Eastern culture.
Inside: "Spreading the Elegant Way". We suggest using a fan as the main invitation while keeping paper invitations. A bamboo fan, implying "there is bamboo at the origin", corresponds to two series. We want materials inside to draw on traditional Chinese binding forms. Albums, cards, and invitations should convey oriental charm through printing and paper texture. Overall, we aim to show the elegance of the Orient through design. - Research
- How to convey the brand concept with the "Benevolent Breeze Series" as the core in the tenth anniversary exhibition is the focus of the design. In the first round of proposals, we took "The Benevolent Breeze Spreads¹" as the thinking direction of the design. Among them, "Benevolent Breeze" implies the meanings of "benevolence, righteousness, propriety, wisdom, and trust; elegance, poetry, music, and praise." "Spreads" represents dissemination and promotion. We hope that through design, we can express Charlene's vision of spreading Eastern culture to the world like "The Benevolent Breeze Spreads." In addition, we also hope that when people receive this set of books, they can receive a strong breath of Eastern culture.
- Inspiration
- We designed a book box in the shape of a fan case with the theme "Ren Feng Presented in a Box." The structure mimics an open window, echoing the theme of the brand's first exhibition, "Open Xuan to View the Splendor." The book box's surface features the exhibition theme "Bamboo Shadows and Elegant Fans Presented by Xuan" embossed in green, with the brand's slogan embossed in silver on the left side of the lid.
- Project Duration
- In July 2023, it started in Beijing. The project ended in October 2023. In November 2023, it was exhibited in Shanghai, Beijing and London in succession.
- Operation Flow
- It appears in the form of a commemorative gift box in the exhibition. It helps the on-site audience better understand the brand story, history and development, and get to know the brand products more quickly.
- Team Members
- Chief Editor: Charlene Li
Editor: Xinlong Zhang
Authors: Sally Wang
Translation: Minzy Zhao
Photography and Post-production: Xinlong Zhang, Yunpeng Fu, Shasha Lu
Art Director: Hanyun Gu
Design: Hanyun Gu, Yibing Hu
Proofreading: Sally Wang, Ying Xing, Minzy Zhao
Project Coordination: Xinlong Zhang
Print: Beijing Yinyi Arts Cultural Development Co.,Ltd
Printing: Beijing QiHang DongFang Printing Co.,Ltd - Image Credits
- Photography: Xinlong Zhang, Yunpeng Fu, Shasha Lu
Post-production: Xinlong Zhang, Yunpeng Fu, Shasha Lu
Picture: CHARLENE High Jewellery Workshop
Imperial Palace Fan Collection Design: Carina Yen, Jason Koo, Yuan He
Bamboo Fan Collection Design: Yuan He, Yingwan Sun, Hanshu Lai
Video: CHARLENE High Jewellery Workshop
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