Guanzhan Food Packaging by Tiger Pan |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Guanzhan PRIMARY FUNCTION: Food Packaging INSPIRATION: To satisfy Chinese consumers' unique aesthetic tastes and their pursuit of the premium and ceremonial feel of the Guan Zhan brand, the design approach had to be extremely restrained. It was essential to create a container that consumers would feel close to and be eager to pick up, touch, and experience. The design of Guan Zhan's fresh stewed fish maw is inspired by ritual jade cong and adopts a super-elliptical shape, with the luster of glass giving it a warm jade-like appearance and making it easy to open. The overall design solves the critical issue of accommodating traditional Chinese aesthetic pleasures with modern usage habits. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The design of the Guan Zhan Freshly Stewed Fish Maw focuses on how to provide consumers with an easily accessible fish maw product in the simplest way possible. As a leading brand in Chinese nourishment, Official Stack Freshly Stewed Fish Maw is deeply ingrained in the hearts of Chinese consumers with its highly recognizable brand image. The new container design is inspired by the ritual jade cong, utilizing a super-elliptical container design, combined with the luster and texture of glass, to embody the Chinese style jade-like elegance. The appropriately rounded corners effectively enhance the convenience of opening the product. OPERATION / FLOW / INTERACTION: The Guan Zhan's fresh stewed fish maw container is based on the wide exterior and narrow interior of ancient ritual jade cong, embodying the traditional cultural imagery of 'heaven is round, earth is square. The meticulous grinding of the bottle's mouth and body angles makes it easy to use, and provides the perfect user experience. While retaining the brand's signature blue, the design draws inspiration from the shape of Song Dynasty official hats to add layers and a sense of fashion to the auxiliary graphics, and the unique vertical layout of Chinese characters adds an elegant flow to the product. PROJECT DURATION AND LOCATION: - FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Fish maw has long been a high-end nourishing delicacy in China, and as a leading brand in this category, Guan Zhan needed to display a design that is both traditionally exquisite and compatible with modern usage. Visually, the design incorporates the blue of ancient official robes and the shape of official hats as symbols of prestige and value. Inspired by the ritual jade cong, the design enhances the comfort and beauty of the grip, making the container more user-friendly. Guan Zhan offers a product that is luxurious, traditional, ceremonial, and easy to use. SPECIFICATIONS / TECHNICAL PROPERTIES: The container is 54.7mm x 54.7mm x 79mm. The box is 350mm x 192mm x 11mm. TAGS: TigerPan, Packaging design, Fish Maw, Food, Chinese RESEARCH ABSTRACT: Society's progress means an evolution in aesthetics, where consumers seek not just luxury and ceremony but also simplicity and convenience to match modern lifestyles. Guan Zhan needs to retain its brand image while reshaping its form to fit contemporary tastes. Our design has found this perfect balance, marking a victory for the integration of traditional cultural symbols and contemporary aesthetic living. CHALLENGE: Chinese consumers have a unique aesthetic appreciation for high-end products like fish maw. Guan Zhan not only maintains its sense of history, quality, and prestige but also aligns with contemporary aesthetics and usage habits. By finding an excellent balance between these aspects, Guan Zhan has managed to ensure its product positioning while enhancing its brand influence. ADDED DATE: 2023-06-28 12:23:06 TEAM MEMBERS (1) : Tiger Pan, Chen Yiwen, Xie Zhangkun, Wu Juanjuan, Ma Chao, Peng Lei IMAGE CREDITS: Tiger Pan |
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| AWARD DETAILS | |
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Guanzhan Food Packaging by Tiger Pan is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Tiger Pan for design Guanzhan here.· Press Members: Login or Register to request an exclusive interview with Tiger Pan. · Click here to register inorder to view the profile and other works by Tiger Pan. |
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