Yihe Dim Sum Package Design by Ye Zhang |
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| DESIGN NAME: Yihe Dim Sum PRIMARY FUNCTION: Package Design INSPIRATION: The Summer Palace has embraced the recent cultural trend of creative cuisine by introducing its Beijing-style pastry brand - YIHE DIM SUM. The brand aims to elevate the products' value and promote them through thoughtful design. Anticipating 20 million visitors in 2024, the Summer Palace envisions YIHE DIM SUM as a medium through which consumers can not only savor the elegance of the palace pastries but also visually and spiritually connect with the rich cultural heritage they represent. UNIQUE PROPERTIES / PROJECT DESCRIPTION: To showcase the essence of the Summer Palace, four of its most iconic sites have been selected to represent the four flavors of the packaging. The illustrations seamlessly blend traditional Chinese architecture with a pop art style, incorporating elements from traditional paintings in collage form. This approach creates a visually impactful impression, setting a new paradigm and trend in traditional Chinese pastry packaging that resonates aesthetically with the younger generation. OPERATION / FLOW / INTERACTION: The product is sold simultaneously in the Summer Palace's offline gift shop and official website, and visitors can also buy it in the park when they visit the Summer Palace, and can be used as a souvenir for their own consumption and gifts for relatives and friends. PROJECT DURATION AND LOCATION: The project started in Beijing in March 2023, completed in Beijing in December 2023, and was listed in the Summer Palace Scenic Area in Beijing in January 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The outer packaging box of "The Summer Palace Pastry " adopts UV technology and contains four small boxes. The box uses a special paper interlayer and a sulfuric acid paper compartment, the side text adopts the bronzing printing process, and the edge adopts the die-cutting process to ensure the hardness, durability and aesthetics of the box. SPECIFICATIONS / TECHNICAL PROPERTIES: Outer packaging: 230mm× 230mm× 60mm Inner packaging: 110mm× 110mm× 45mm TAGS: The Summer Palace, pop style, new Chinese style, oriental aesthetics, traditional renewal, packaging design, brand design. RESEARCH ABSTRACT: Type: Packaging design Goal: To design a pastry gift box with the traditional cultural characteristics and modern design style of the Summer Palace Methods: Fieldwork, questionnaire survey, brand research, hand-drawing, design software Ps, Ai were used to create. Result: The famous buildings of the Summer Palace and the elements in Chinese paintings were combined to create illustrations with national tide style and pop style, which were used as the main visual of pastry packaging, presenting a design with new Chinese and oriental aesthetics. Results/Impact: At present, this series of products have been listed in the Summer Palace Scenic Area in Beijing, which has received extensive social attention and good social evaluation, injected new cultural innovation vitality into the Summer Palace Scenic Area, and provided new ideas, new paradigms and new trends for traditional Chinese pastry packaging. CHALLENGE: The biggest challenge in the creative process is how to combine traditional architecture with pastry packaging in a modern style, how to increase the connection between traditional court pastries and young consumers, and at the same time enhance their attention and love for Traditional Chinese architectural culture. ADDED DATE: 2024-02-26 08:36:27 TEAM MEMBERS (9) : Design Director:YeZhang, Art Director:YangMao, Art Director:XingxingLi, Lead Designer:XiaoyiWang, Designer:XiaoyuanQin, Designer:YuzhengLei, Designer:YeLin, Designer:LeSun and Designer:XiaoYuZhou IMAGE CREDITS: This work is all original images not copyrighted. PATENTS/COPYRIGHTS: This work is all original images not copyrighted. |
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| Visit the following page to learn more: http://saad.bjtu.edu.cn | |||||
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NAME: Beijing Jiaotong University PROFILE: Founded in 1896, Beijing Jiaotong University (BJTU) is the birthplace of modern railway and telecommunication education in China. It was among the first universities in China to confer doctoral and master's degrees and is renowned both domestically and internationally as one of the key universities with the longest history in China. The creative design program of BJTU is under the School of Architecture and Design, which offers majors such as Visual Communication Design, Digital Media Art, Environmental Design, Architecture, Urban and Rural Planning, contributing to the education of numerous outstanding designers and architects for society. In recent years, the design team at Beijing Jiaotong University has undertaken a series of prestigious projects in brand design and cultural creativity, including the design for the Yuanmingyuan (Old Summer Palace), the Summer Palace, Beijing Zoo, Beijing North Railway Station, and other well-known landmarks both in China and overseas. Their work has garnered widespread social influence and has been recognized with numerous awards in domestic and international design competitions. |
| AWARD DETAILS | |
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Yihe Dim Sum Package Design by Ye Zhang is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Ye Zhang. · Click here to register inorder to view the profile and other works by Ye Zhang. |
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