Pastry Gift Box Gift Box by Fudesign - Kazuo Fukushima

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DESIGN DETAILS
DESIGN NAME:
Pastry Gift Box

PRIMARY FUNCTION:
Gift Box

INSPIRATION:
In Shanghai, the year of 1800 is known as a Magic period. Full of historical stories, culture and arts attracted the generation by generation afterwards. By that time, architecture is the most representative of the unique culture. With the most advanced construction technology, integrated French style and tradition Chinese style, a brand-new culture was created. The creative design absorbed the quintessence of that age to take into this new era.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Yu Yuan is a famous historical scenery spot in Shanghai. Mr. Qiao is a pastry brand owned by the operating company of Yu Yuan. This is a Brand LOGO and package design project for Mr. Qiao. The design blended the western style pastry with old-shanghai style, using the image of Shikumen (literally stone gate), which is the traditional Shanghai architecture. It is evaluated as a differentiated design during the market of tradition food which is full of the outdated design.

OPERATION / FLOW / INTERACTION:
This gift box is sold in the scenery spot and online store of Yu Yuan. Targeting tourists out of Shanghai, from the country and worldwide. The image of design could be a symbolic of the city. Attracted the tourists to purchase as local specialty. It has been a spreading of Shanghai culture around the world as the tourists present it to friends and relatives.

PROJECT DURATION AND LOCATION:
The project started in November 2018 in Shanghai and finished in January 2019.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The key potion of this design is the combination of Chinese and Western styles. The logois in the shape of a Chinese seal, suggesting that Mr. Qiao is a made in China brand of western-style pastry. This is a modern design which fits the times. The packaging box is square with Chinese style. The simplest lines are used to represent Shikumen (literally stone gate). The gate is hollowed-out in the middle to show the LOGO, which has symbolic meaning. The main color of the package is celadon green, representing old Shanghai. When the inner box is opened, on the golden paper, the consumers will see the pattern of birds and phoenix tree leaves which symbolizes old Shanghai. This unique design brings surprise to the consumers.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 250 mm x Depth 250 mm x Height 32 mm

TAGS:
Food, Package, Logo, Old Shanghai,

RESEARCH ABSTRACT:
Field work has been done on Yu Garden and analysis has been made on the client’s present products and competitors. The target group is tourists visiting Yu Garden. Our competitors include not only Shanghai local brands and domestic brands, but also international brands (Japanese brands, Taiwanese brands, etc.) of gift box. Finally, the product positioning was confirmed as Modern Nostalgic Shanghai.

CHALLENGE:
The core concept of the package design is modern nostalgic Shanghai. With this concept, the design should reflect charm of traditional Shanghai. Furthermore, the packaging style should be brand-new and unique, bringing topics for the tourists.

ADDED DATE:
2019-02-21 13:06:54

TEAM MEMBERS (5) :
Creative Directer: Kazuo Fukushima, Art Directer: Haruka Takeuchi, Designer: Haruka Takeuchi, Account Manager: Ying Zhou and Printing execution: Kuai Hu (Beijing) Printing

IMAGE CREDITS:
Fudesign - Kazuo Fukushima, 2018.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
SHANGHAI YUYUAN(GROUP)CO. LTD

PROFILE:
Shanghai Yuyuan (Group) Co., Ltd. is a state-owned commercial enterprise group established in May 2002. The Group is mainly engaged in investment and domestic and foreign trade. Its business projects include micro-loans, pawn auctions, restaurants, hotels, gold and jewelry trading, import and export trade, North-South goods, clothing, textiles, fasteners, vacuum packaging machines and lamps manufacturing. After ten years of continuous development, at present, the Group has 36 subordinate enterprises.

NOMINATION DETAILS

Pastry Gift Box Gift Box by Fudesign-Kazuo Fukushima is a Nominee in Packaging Design Category.

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AWARD DETAILS

Pastry Gift Box Gift Box by Fudesign-Kazuo Fukushima is Winner in Packaging Design Category, 2018 - 2019.



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