Iron Packaging Design · 2024
Dragon Year Gift Packaging
by Tao Ran
- A' Design Award 2024 Iron Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: Shenzhen Yixin Visual Brand Consultant Co., Ltd
- Estimated Number of Design Views: 11,711
- Verification code 04D8973DFC · Verify this award
About Dragon Year Gift Packaging
Dragon Year Gift is a packaging design for Pu'er tea, created as a gift for the Chinese Spring Festival. The design draws on the dragon, an auspicious animal in ancient Chinese mythology, and on the mountainous region of Yunnan, where Pu'er tea originates. A hand drawn dragon in calligraphy and ink painting is combined with a simple dragon symbol made with graphics software. The restrained outer packaging contrasts with the bold ink style of the inner packaging. Handmade cotton paper from local ethnic communities is screen printed, so each piece is unique.
Press Kit
- Unique Properties
- Using calligraphy and ink painting as forms of expression, the illustrations and text of the "dragon" were hand drawn, and a concise "dragon" symbol was drawn using computer graphics software. The collision of the two shapes the unique temperament of the product. The restrained graphic style of the outer packaging and the wild ink style of the inner packaging form a strong contrast, which coincides with the refreshing and strong aftertaste of tea drinking.
- Dimensions & Packaging
- 200mm x 200mm x 4mm
- Tags
- Packing，Tea packaging，Pu'er tea packaging，Dragon Year
- Production Technology
- The packaging material adopts handmade paper unique to local ethnic minorities, which is environmentally friendly, simple, and rich in vicissitudes, expressing the ancient and cultural connotations of tea products.
- Design Challenge
- In terms of creation, it is necessary to inherit and activate local traditional culture, while realizing the inherent correlation between "Spring Festival", "Dragon Year", and "Tea"; In terms of material selection, Dai handmade cotton paper was used, which has a low production capacity. However, its long history, soft texture, and clear texture reveal the atmosphere of Eastern culture.
- Project Duration
- The project started in Shenzhen in October 2023, was completed in Yunnan in December 2023, and was launched into the market for sales in Shenzhen in January 2014. Simultaneously achieving excellent sales performance.
- Operation Flow
- As the Dragon Year Spring Festival approaches, based on local cultural customs, we draw nutrients from ancient dragon totems and combine them with modern design contexts to create tea gifts that conform to the theme of the Dragon Year Spring Festival, showcasing the cultural taste of users.
- Research
- In order to highlight the regional cultural characteristics of the product during the creative process, many attempts were made, and ultimately, the unique Dai handmade cotton paper was selected for screen printing, with each copy being unique.
- Inspiration
- The year of the dragon is approaching, and the dragon is an animal in ancient Chinese mythology, symbolizing auspiciousness. We took the theme of "Dragon" and drew inspiration from the geographical characteristics of Yunnan, China, the birthplace of "Pu'er tea", as well as the refreshing and strong aftertaste of the drink. We created packaging that showcases the characteristics of the product and the attributes of Dragon Year gifts.
- Patents
- Copyright
Name: Tao Ran
Year: 2023
Trademark
Year: 2020-2030
Holder: Shenzhen Yixin Visual Brand Consultant Co., Ltd