Cosmos Datong 食品包裝設計 by YeZhang is a highly esteemed winner of the very prestigious 2024 A' Design Award 銀獎 in 平面設計 Competition Category.

銀平面· 2024

Cosmos Datong 食品包裝設計

by YeZhang

Client: Beijing Jiaotong University

A' Design Award 銀獎 Winner in 平面 Category

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Verified Award Winner

Verify Award Status for #158800

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Cosmos Datong 食品包裝設計

「宇宙大同」係一款為中國山西古城大同嘅本地糕點品牌打造嘅包裝設計。四組主題插畫展現咗呢座古城喺唔同時期嘅歷史風貌。插畫將本地民俗風格同新中式嘅東方美學結合埋一齊，並採用咗山西皮影戲嘅傳統色調。外盒採用硬紙板製造，配以光滑嘅UV塗層、燙金文字同埋模切邊緣。禮盒內裝有三個細盒，專為節慶場合而設。

The Recognition

About the A' Design Award 銀獎

Cosmos Datong 食品包裝設計是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Cosmos Datong 食品包裝設計將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Cosmos Datong 食品包裝設計是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

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

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.
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.
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.
Patents: This work is all original images not copyrighted.
Team Members: Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：Yelin
Designer：LeSun
Designer：WanqiChen
Designer：YuyangWu
Designer：XiaoYiWang
Image Credits: This work is all original images not copyrighted.