Hou Juice 果汁包裝 by Leng Chen is a highly esteemed winner of the very prestigious 2020 A' Design Award 金獎 in 包裝設計 Competition Category.

金包裝· 2020

Hou Juice 果汁包裝

by Leng Chen

Client: Pagoda

A' Design Award 金獎 Winner in 包裝 Category

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Verified Award Winner

Verify Award Status for #95369

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Colors

The Design

About Hou Juice 果汁包裝

Hou Juice係一個新鮮果汁品牌嘅包裝設計。瓶身直徑45毫米，高165毫米。塑膠瓶身覆蓋咗珠光薄膜，並以磨砂同專色印刷作最後加工。猴子插畫構成主要視覺主題，每種水果口味都繪畫咗一個獨立嘅故事。猴子係母公司水果企業嘅標誌，喺中國文化入面亦係活力嘅象徵。呢個設計旨在表達自然、新鮮同品質，並喺注重健康嘅買家之中建立信任。

The Recognition

About the A' Design Award 金獎

Hou Juice 果汁包裝是 A' Design Award 金獎得主，這是授予一流、絕妙而傑出設計的極為崇高的認可。金獎得主是極具創新、極富遠見且璀璨奪目的創作，反映出其設計師的天才、智慧與才幹。預計Hou Juice 果汁包裝將成為一項備受讚譽、引領潮流、氣勢恢宏的發明，帶來前所未有的價值。這件贏得 A' Design Award 金獎的設計是一個壯觀而受人敬重的項目，極大地造福並拓展藝術、科學、設計和技術的界限。Hou Juice 果汁包裝激起強烈的渴望，喚起激情，鼓勵創造力，令我們著迷。

Behind the Design

Press Kit

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

Unique Properties: Pagoda is China's largest fruit production.trade, retail as one of the fruit industry chain enterprises.Its recently- lauched brand HOU Juice focuses on providing fresh juice. so HOU juice endorses Pagoda in naming strategy, which is not only related to the symbol of Pagoda monkey.but also similar to the pronunciation of good Juice in cantonese.This product strives to convey the core value of Pagoda, both in manufacturing technology and packaging.
Dimensions & Packaging: Diameter 45mm x Height 165mm
Tags: juice, packaging, branding, drink, beverages，
Production Technology: The plastic bottle is made of pearlescent film with frosting and spot color printing technology.
Design Challenge: The biggest obstacle to the launch of fruit juice is consumer Questioning the source of fruit.Our team undertakes the mission of art direction.With Pagoda as quality guarantee, we believe that through innovative visual creativity and brand strategy, from nice packaging to tastes good, we can meet consumers' demand for high-quality fruit juice and give consumers a more reliable sense of brand trust.
Research: The urban middle class with health needs is our core audience.They pay more attention to the quality of life and the feeling of packaging.therefore this product not only focues on the design of it's own craft but also focuses on the design of its own craft, but also focuses on the inheritance of culture.The monkey.is not only the super symbol of the Pagoda brand but also one of the Chinese zodiac signs which has been regarded as a symbol of auspiciousness and vitality since ancient times.so we decided to use this element to show originality and enhance the brand's cultural identity.
Inspiration: We believe that visual recognition and art direction can give consumers a more reliable sense of brand trust, and create a juice brand with a sense of trust and recognition in China.Monkey.the iconic symbol of it's parent brand Pagoda fruit, customizes the theme story according to the characteristics of each fruit juice, and presents the natural to one pattern creative style through the form of illustration, which better interprets the concept of nature and freshness of fruit juice brand.
Project Duration: The project started on March 20,2018 and completed on May 28,2018.The design was completed in Shenzhen.
Operation Flow: Nowadays, the beverage market is constantly developing, and safe and healthy fruit juice beverage is the first choice of consumers.Good fruit Juice comes from good fruit. HOU Juice inherits the concept of healthy,natural and high quality of its parent brand Pagoda from brand naming and overall visual expression,and creates a unique brand image.The creative style of returning to nature and vitality with rich illustrations makes it deeply rooted in people's heart.
Team Members: Design Director:Chen Leng
Designer:Li Yin
Illustrator:Anna rudak
Image Credits: Image #1: designer Leng Chen, Variations, 2019.
Image #2: designer Yin Li, Variations, 2019.
Image #3: designer Yin Li, Variations, 2019.
Image #4: designer Leng Chen, Variations, 2019.
Image #5: designer Leng Chen, Variations, 2019.