Hao Xiang Ni Leisure Food by Tiger Pan

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DESIGN DETAILS
DESIGN NAME:
Hao Xiang Ni

PRIMARY FUNCTION:
Leisure Food

INSPIRATION:
The Chinese name of the brand "Hao Xiang Ni" means "I miss you so much". It is more a letter of love than a pack of red dates. With all relevant element analyzed, we regard this as a matter of love. People will never stop pursuing love in an aesthetic and classic way, just like what Descartes did for his love. Hao Xiang Ni jujube also chases after a relationship of fondness with the consumers by producing and introducing these best-taste-at-28℃ jujubes with multiple techniques.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We redefine Hao Xiang Ni, a kind of Chinese red date with the best taste at 28℃ by exploiting Cardioid, which is a heart-like form introduced from a romantic story of Descartes and a Swiss princess in the package design. The mysterious heart-shape graph is symbolized, which means every single jujube represents a heart.The poetry illustrations from Owen Gent reinterpret the brand tone of Hao Xiang Ni, which endows it with elegancy and romance.

OPERATION / FLOW / INTERACTION:
Most of the package of red dates (jujubes) is red in China as the fruit is red. So we decide to make our package stand out from the rest by changing the brand color. We endow the package with a famous romance story so as to build up stronger connection between the consumers and the product, which also conveys the core value of the brand whose name is "missing you" in English.

PROJECT DURATION AND LOCATION:
The project started from May 2017 and finished in July 2017. The design is done in Shenzhen, proofing in Shanghai, production in Zhengzhou.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The cover of the package is composite aluminum film, a kind of plastic material. So the package of the product is water-proof, which is good for preservation. And the main technique is spot-color printing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The bag: Width 220mm x Depth 100mm x Height 330mm The box: Width 225mm x Depth 225mm x Height 220mm The bottle: Diameter 100mm x Height 215mm

TAGS:
Tiger Pan, Leisure Food, Red Dates, Healthy Product, Package Design, Graphic Design, Illustration, Snowflake,Snow Beer

RESEARCH ABSTRACT:
We found out the previous package of the exact product and those of other brands were regarded as out-of-date as they reminded people of healthy problems. And for the client, we realize its brand identity was not distinctive or prominent and their product lines are no well-organized. So we made up our mind to help the client to build up an independent imagery system, which will start from this case as the style is unique in the current market of red dates.

CHALLENGE:
We thought about using the technology of aluminizing to achieve the effect of light-reflecting and shinny-look. But we found out it will cause pollution to the environment so we decided not to use it to simply pursue a better appearance.

ADDED DATE:
2017-09-08 03:10:58

TEAM MEMBERS (3) :
Designer: Tiger Pan, Illustrator: Owen Gent and Assistant: Qian Chi

IMAGE CREDITS:
Tiger Pan, 2017.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Henan Zhengzhou Haoxiangni Jujube Industry Co., Ltd.

PROFILE:
Henan Zhengzhou Haoxiangni Jujube Industry Co. Ltd., founded in 1992, is one of the most famous companies of leisure food in China and it ranks top 1 in the field of jujubes product with regard to popularity and sales volume for many years. Their products are sold both online and offline, with a good reputation of quality of product. The company has over 3000 employees and went public in 2011.

NOMINATION DETAILS

Hao Xiang Ni Leisure Food by Tiger Pan is a Nominee in Packaging Design Category.

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AWARD DETAILS

Hao Xiang Ni Leisure Food by Tiger Pan is Winner in Packaging Design Category, 2017 - 2018.



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