Joy To Go Packaging by Du Qingyu and Zhang Jun |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Joy To Go PRIMARY FUNCTION: Packaging INSPIRATION: To embody the "Joy" in the brand name, we created a character IP named Joy, integrating this character with food throughout the packaging design, resulting in a visually playful and innocent effect. We aim for this fun and colorful design to allow consumers to take home not only food but also happiness, enabling them to enjoy a unique atmosphere while savoring their meals. This approach encourages customers to leave with delicious food, smiles on their faces, and a lasting positive impression of the brand. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The Joy To Go fast food delivery packaging cleverly integrates the cute little character IP named Joy with food, creating a cohesive design throughout the packaging. With its fun and colorful appearance, the design aims to bring joy to consumers, resonating with the brand name. The packaging boasts flat illustrations that brilliantly exhibit the brand's quality and playfulness, complemented by vibrant colors that captivate consumer attention and deliver a powerful visual impact. Moreover, the Joy patterns can be easily removed from the package and used as bookmarks, injecting joy into everyday life. OPERATION / FLOW / INTERACTION: We combine food with the IP character through flat illustrations, integrating them into the packaging structure. For example, We designed a character with a hamburger on his head. After the user opens the lid, more hamburger ingredients can be gradually seen. When the user drinks, a diving figure can be seen on the top of the lid. When the user opens the lid of the French fries, it seems that a tomato French fry man is taking off his hat to show respect. The eyes hidden in the ketchup reveal a mischievous and interesting temperament. These playful elements showcase the brand's funny quality and hint at the packaging's opening mechanism. PROJECT DURATION AND LOCATION: The project started in April 2024 in Beijing and finished in October 2024 in Beijing FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: For the packaging design, environmentally friendly and recyclable paper and paper-pulp materials have been selected to comply with environmental standards, minimize pollution, and preserve the environment. The structure is simple, effectively reducing material usage. Most components can be flattened, resulting in a smaller volume during transportation. Non-toxic, low-VOC, eco-friendly inks are applied to ensure vibrant colors while adhering to food safety standards and safeguarding consumer health. Moreover, the packaging can be reused, as the patterns can be torn off to create bookmarks, which helps to promote environmental awareness. SPECIFICATIONS / TECHNICAL PROPERTIES: Burger box: 125mm x 60mm x 120mm Fries box: 80mm x 50mm x 120mm Paper cup: 90mm x 90mm x 150mm Ketchup: 70mm x 62mm x 26mm TAGS: Food packaging, illustration, fast food, takeout food, consumer products packaging, packaging concepts RESEARCH ABSTRACT: We study how to cleverly integrate brands, IP, and food to reflect their brand personality and differentiation. We combine packaging structure and materials selection with concepts such as practicality, convenience, safety, and environmental protection. Through market research, network, and book research on fast food packaging, we analyze consumer preferences, refine brand characteristics, conceive design plans, and promote the execution of the entire design. CHALLENGE: Initially, we wanted to design a complex and interesting structure similar to a pop-up book, combining packaging, IP, and food. But as the design progressed, we changed our design strategy, considering the categories, transportation, cost, and environmental protection of fast-moving consumer goods. We followed the concept of less is more and hoped to present creativity in the simplest and most direct form. It is presented in the form you see now through continuous attempts and optimization. ADDED DATE: 2024-10-17 05:21:12 TEAM MEMBERS (2) : Du Qingyu and Zhang Jun IMAGE CREDITS: Du Qingyu |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Joy Studio PROFILE: Founded in 2020, Joy Studio is comprised of two members, Du Qingyu and Zhang Jun. Graduated from the Academy of Fine Arts of Tsinghua University and the Pratt Institute and have worked for more than ten years, we have rich project experience in brand design, packaging design, IP, 3D, and interactive interface, and has strong cross-domain capabilities. Joy Studio provides artistic support from creative planning to execution and graphic design to digital media production. We have served multiple categories, including fast-moving consumer goods, automobiles, and IT, involving brands such as Nestle Coffee, Hilton, Mobike, Didi, ByteDance, JD, Mercedes-Benz, BMW, Sony, Lenovo, etc. |
| AWARD DETAILS | |
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Joy to Go Packaging by Du Qingyu and Zhang Jun is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Du Qingyu and Zhang Jun for design Joy To Go here.· Press Members: Login or Register to request an exclusive interview with Du Qingyu and Zhang Jun. · Click here to register inorder to view the profile and other works by Du Qingyu and Zhang Jun. |
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