Serendipity Hall Gift Box by Wen Xuan Zhang

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DESIGN DETAILS
DESIGN NAME:
Serendipity Hall

PRIMARY FUNCTION:
Gift Box

INSPIRATION:
In Taiwan, despite the prevailing of western wedding style, there are still lots of stores selling the items for a traditional Chinese wedding. The stores with the signboard writing Shih Er Li, which means betrothal gifts in Chinese, aroused our curiosity about the Taiwanese traditional engagement cultures. After visits to the stores to inquire relevant materials, the design developed based on traditional Chinese betrothal gifts, an array of gift bearing the blessings for the marriage.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
In Taiwan, both bridegroom and bride give each other's family six or twelve items as an array of gifts with various blessings. The delicate gift box packaging is redesigned to collect all the pieces harmoniously. The gift box is named Serendipity Hall, conveying the blessing and gratitude towards the marriage as the consummation of fate. Since magpies are symbolic of happiness and fortune in Chinese culture, the design uses it as the metaphor of sweet newlywed couple on the packaging. On the background, there are Chinese knots and frames to represent the couple ties their hearts together ever after.

OPERATION / FLOW / INTERACTION:
Nowadays people prefer a purer style for a wedding. To take both the modern wedding style and the traditional practices into account, Serendipity Hall assembles the complex items into a well-designed gift box. The packaging with illustrations of magpies balances the old symbols and modern aesthetics, making all the items into a harmonious array while people choose different gift set they need.

PROJECT DURATION AND LOCATION:
The project started from February 2018 and finished in July 2018. The design is done and presented in Taiwan, published on Behance.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The high-volume paper is used to support the weight of the items in the gift box. All the parts are carefully chosen to suit the packaging redesigned, and one gift box provides all the things needed.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Matt Art Paper,Mat Finished Coated Paper

TAGS:
Engagement, Wedding, Gift Box, Chinese, Traditional, Candy, Magpie, Red envelope

RESEARCH ABSTRACT:
The way to collect information about traditional Chinese wedding rituals is to ask the elders and to look for online inquiries. With interviews of the stores in person, the gift set is said to be different depending on regions. Accordingly, the essential six items everyone buys were the objects to redesign, such as Tou Wei Li, which previously contained the whole set of clothes and shoes, but now it is simplified to only red envelopes with banknotes.

CHALLENGE:
The choice of gifts is different from region to region, so it is necessary to conceive which items to store and to design the packaging while making the illustrations interactive with the objects. Moreover, whether to use two boxes according to the different weight of the items is considered.

ADDED DATE:
2019-02-28 13:59:17

TEAM MEMBERS (5) :
Art Director: Hsiao-Pei Hou, Designer: Yi-An Chen, Designer: Ya-Jyuan Jhou, Designer: Wen-Xuan Zhang and Designer: Ya-Wen Chen

IMAGE CREDITS:
Image #1: Illustrator Ya-Jyuan Jhou / Yi-An Chen / Wen-Xuan Zhang / Ya-Wen Chen, Serendipity Hall, 2018.
Image #2: Illustrator Ya-Jyuan Jhou / Yi-An Chen / Wen-Xuan Zhang / Ya-Wen Chen, Serendipity Hall, 2018.
Image #3: Illustrator Ya-Jyuan Jhou / Yi-An Chen / Wen-Xuan Zhang / Ya-Wen Chen, Serendipity Hall, 2018.
Image #4: Illustrator Ya-Jyuan Jhou / Yi-An Chen / Wen-Xuan Zhang / Ya-Wen Chen, Serendipity Hall, 2018.

PATENTS/COPYRIGHTS:
Copyrights belong to Ya-Jyuan Jhou, Yi-An Chen, Wen-Xuan Zhang, Ya-Wen Chen, 2019.

Visit the following page to learn more: http://bit.ly/2TAelqB
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Serendipity Hall

PROFILE:
Serendipity Hall is a wedding department store which is different from the traditional wedding department store image. It will be closer to the customers with a young and professional brand image. Serendipity Hall will continue to provide high quality of service and products for each new couple with the blessing of “joy and happiness”. And it’s aesthetic appearance also helpful for promoting the wedding tradition.

NOMINATION DETAILS

Serendipity Hall Gift Box by Wen Xuan Zhang is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Serendipity Hall Gift Box by Wen Xuan Zhang is Winner in Packaging Design Category, 2018 - 2019.

· Read the interview with designer Wen Xuan Zhang for design Serendipity Hall here.

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