Shangze Fruit Music Farm Ibhokisi Lesipho by Enfonad

Shangze Fruit Music Farm Ibhokisi Lesipho by Enfonad is a highly esteemed winner of the very prestigious 2026 Umklomelo Webhulonzi we-A' Design Award in Ukudizayina Ukupakisha Competition Category.

IbhulonziUkupakisha· 2026

Shangze Fruit Music Farm Ibhokisi Lesipho

by Enfonad

Client: Datong City Dongtian Mining Co., Ltd.

Umklomelo Webhulonzi we-A' Design Award Winner in Ukupakisha Category

7,226

Verified Award Winner

Verify Award Status for #175429

View at A' Design Award Press Release Award Badge

Colors

The Design

About Shangze Fruit Music Farm Ibhokisi Lesipho

I-Shangze Fruit Music Farm iyibhokisi lesipho lamatamati, elakhiwe njengesidlali samakhasethi sesitayela sakudala. Imifanekiso, imibala kanye nesakhiwo kukhumbuza isitayela sokubuka sango-1960 kuya ku-1980. Imojula yomculo iyaqaliswa uma ibhokisi livulwa, idlale iculo lomkhiqizo elilungiselelwe kusukela eculweni elidumile lakudala. Kusetshenziswe imidwebo eyisicaba yomsakazo, imishini yokuthunga, amasongo amafilimu kanye nezimfe zamahlamvu esundu, kanye nomlingiswa womkhiqizo uFanxi. Izikhala ezimise okwetamati ngaphakathi zibamba izithelo futhi zizivikele ngesikhathi sokuthuthwa. Umbala oyisiwolintshi usetshenziswe njengombala oyinhloko ukuze uheha abathengi abasebasha.

The Recognition

About the Umklomelo Webhulonzi we-A' Design Award

Shangze Fruit Music Farm Ibhokisi Lesipho iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Shangze Fruit Music Farm Ibhokisi Lesipho ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Shangze Fruit Music Farm Ibhokisi Lesipho iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
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.
Team Members: Yifeng Qu,
Hanxiao Wang