Gushu Jinzhu Dried Fruit Packaging by Chushan Design |
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| DESIGN NAME: Gushu Jinzhu PRIMARY FUNCTION: Dried Fruit Packaging INSPIRATION: Loong, the spiritual totem of Chinese civilization, embodies the nation's vitality and historical continuity. Inspired by centuries-old longan trees - their roots evoking Loong's sinewy form, fruit textures mirroring sacred scales - we translate the Taoist philosophy of "tree metamorphosing into Loong, Loong birthing pearls" into contemporary design. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Harvested from wild centuries-old longan trees, this packaging reimagines the Loong ("Chinese celestial guardian") as a spiritual anchor - the trunk morphs into its sinewy form adorned with botanical motifs, symbolizing nature's vitality. The front panel features "Twin Loong Playing with Pearl", where GuShu JinZhu becomes the celestial pearl, embodying auspiciousness. The seal script (Wang Yi Mao) collides with matte metal plaques, bridging heritage craftsmanship and cyber-esque futurism. OPERATION / FLOW / INTERACTION: The gift box orchestrates a multi-sensory unboxing journey. Its vibrant orange-red hue ignites festive joy and appetite stimulation. Functional compartments not only safeguard contents but also weave heritage storytelling - detailing the Celadon Glaze tea bowl's craftsmanship and time-honored longan dehydration techniques. The included Song Dynasty tea bowl, paired with golden longan, elevates the culinary ritual into a poetic homage to the Song literati's refined aesthetics. PROJECT DURATION AND LOCATION: The project was officially launched in Shenzhen, China, in June 2024 and reached full implementation by November 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: This Heaven-Earth Lid structure centers on a centuries-old tree with GuShu JinZhu (Centuries-Old Golden Longan) gold-foiled atop, radiating timeless grandeur. Engraved textures depict Twin Loong symbiotically coiled with longan vines, while an inner Republic-era poster details heritage craftsmanship and moisture-proof functionality. The set includes 1 Song Dynasty Celadon Glaze tea bowl (as fruit tray) and 4 acrylic jars with botanical stickers mirroring exterior motifs, achieving cohesive sophistication. SPECIFICATIONS / TECHNICAL PROPERTIES: The gift box measures 360mm*240mm*90mm, containing 4 jars of dried longan and a 130mm-diameter Song Dynasty Celadon Glaze tea bowl (gift included) TAGS: Dried Fruit, Loong, Song, Ceramics, food RESEARCH ABSTRACT: This initiative revitalizes China's ancient traditions through youthifying time-honored brands like Wang Yi Mao, reinterpreting Song Dynasty utensil aesthetics, reconstructing the Loong (Chinese Dragon)'s localized narrative, and preserving longan's traditional craftsmanship. When heritage rejuvenation elevates artisans' incomes and eco-friendly materials upgrade industrial chains, design transcends aesthetics to become a social engineering catalyst - reshaping cultural ecosystems while driving sustainable economies. CHALLENGE: How can we translate China's abstract historical legacy into a replicable visual symbolic system? By initiating "elemental archaeology" - excavating visual languages from Song Dynasty ceramics, the Twin Loong Playing with Pearl (Shuang Long Xi Zhu), and Republic-era newspapers - we construct a multi-layered symbolic framework. This system not only deepens young generations' connection to cultural identity but also manifests China's confidence in asserting its aesthetic sovereignty on the global stage. ADDED DATE: 2025-02-28 13:37:44 TEAM MEMBERS (3) : Yin peng, Li linlin and Zeng menghao IMAGE CREDITS: Image #1: Photographer Lu Weiyu, KaiGua, 2024. Image #2: Photographer Lu Weiyu, KaiGua, 2024. Image #3: Photographer Lu Weiyu, KaiGua, 2024. Image #4: Photographer Lu Weiyu, KaiGua, 2024. Image #5: Photographer Lu Weiyu, KaiGua, 2024. |
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NAME: Shenzhen Chushan Design Culture Group Co., Ltd. PROFILE: CSD Chushan Design is a full-stack product strategy service brand and one of China's most professional brand power innovation agencies. With "Growth Services" as its core driving force, we leverage Stanford University's Design Thinking methodology - the 7D Creation Method - to help enterprises achieve growth in brand power and product capabilities. Our comprehensive services encompass the entire value chain, including: Strategic Opportunity Insights, Product Pre-concept Exploration, User Empathy Research & Product Definition, Design Definition, Product Development & Implementation, and Brand Marketing. We provide end-to-end solutions that bridge strategic planning to market execution, empowering brands to transform insights into impactful business outcomes. |
| AWARD DETAILS | |
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Gushu Jinzhu Dried Fruit Packaging by Chushan Design is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Chushan Design for design Gushu Jinzhu here.· Press Members: Login or Register to request an exclusive interview with Chushan Design. · Click here to view the profile and other works by Chushan Design. |
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