Gold Packaging Design · 2020
Hou Juice Drink Packaging
by Leng Chen
- A' Design Award 2020 Gold Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Pagoda
- Estimated Number of Design Views: 39,265
- Verification code E94177FB72 · Verify this award
About Hou Juice Drink Packaging
Hou Juice is a packaging design for a fresh juice brand. The bottle measures 45 millimeters in diameter and 165 millimeters in height. The plastic bottle is covered with a pearlescent film and finished with frosting and spot color printing. Illustrations of monkeys form the main visual theme, and a separate story is drawn for each fruit flavor. The monkey is the symbol of the parent fruit company and is a sign of vitality in Chinese culture. The design aims to express nature, freshness and quality, and to build trust among health conscious buyers.
Leng Chen's Hou Juice Drink Packaging represents a distinguished achievement in contemporary beverage packaging design, where the integration of narrative illustration and functional container form creates an immediately recognizable visual identity system that elevates the everyday act of selecting a juice into an encounter with artistry and delight. The designer demonstrates masterful understanding of how packaging must perform simultaneously at multiple scales: from shelf-distance recognition where the bold color-coding and repeated monkey silhouettes create instant brand identification, to intimate hand-held examination where the intricate details of botanical elements and playful primate postures reward close inspection. Each bottle functions as a miniature canvas where figure and ground interplay with particular sophistication, the transparent vessel allowing liquid color to participate actively in the overall chromatic composition while illustrated elements appear to float in luminous space. The monkey motif, appearing in varied poses and color treatments across the range, suggests themes of natural abundance, tropical origin, and spirited vitality, these creatures serving as brand ambassadors whose acrobatic forms guide the eye through dense compositions of fruits and foliage. The technical execution reveals careful attention to print registration and color separation, with overlapping transparent inks creating depth without obscuring the product within. One might observe how the curved label bands at each bottle's base provide essential product information while maintaining visual continuity across flavor variants, their saturated hues creating a secondary color rhythm beneath the illustrated upper portions. This packaging invites consideration of how contemporary design can honor craft illustration traditions while meeting commercial demands for differentiation, shelf presence, and consumer engagement through visual storytelling.
Press Kit
- Unique Properties
- Pagoda is China's largest fruit production.trade, retail as one of the fruit industry chain enterprises.Its recently- lauched brand HOU Juice focuses on providing fresh juice. so HOU juice endorses Pagoda in naming strategy, which is not only related to the symbol of Pagoda monkey.but also similar to the pronunciation of good Juice in cantonese.This product strives to convey the core value of Pagoda, both in manufacturing technology and packaging.
- Dimensions & Packaging
- Diameter 45mm x Height 165mm
- Tags
- juice, packaging, branding, drink, beverages，
- Production Technology
- The plastic bottle is made of pearlescent film with frosting and spot color printing technology.
- Design Challenge
- The biggest obstacle to the launch of fruit juice is consumer Questioning the source of fruit.Our team undertakes the mission of art direction.With Pagoda as quality guarantee, we believe that through innovative visual creativity and brand strategy, from nice packaging to tastes good, we can meet consumers' demand for high-quality fruit juice and give consumers a more reliable sense of brand trust.
- Project Duration
- The project started on March 20,2018 and completed on May 28,2018.The design was completed in Shenzhen.
- Operation Flow
- Nowadays, the beverage market is constantly developing, and safe and healthy fruit juice beverage is the first choice of consumers.Good fruit Juice comes from good fruit. HOU Juice inherits the concept of healthy,natural and high quality of its parent brand Pagoda from brand naming and overall visual expression,and creates a unique brand image.The creative style of returning to nature and vitality with rich illustrations makes it deeply rooted in people's heart.
- Research
- The urban middle class with health needs is our core audience.They pay more attention to the quality of life and the feeling of packaging.therefore this product not only focues on the design of it's own craft but also focuses on the design of its own craft, but also focuses on the inheritance of culture.The monkey.is not only the super symbol of the Pagoda brand but also one of the Chinese zodiac signs which has been regarded as a symbol of auspiciousness and vitality since ancient times.so we decided to use this element to show originality and enhance the brand's cultural identity.
- Inspiration
- We believe that visual recognition and art direction can give consumers a more reliable sense of brand trust, and create a juice brand with a sense of trust and recognition in China.Monkey.the iconic symbol of it's parent brand Pagoda fruit, customizes the theme story according to the characteristics of each fruit juice, and presents the natural to one pattern creative style through the form of illustration, which better interprets the concept of nature and freshness of fruit juice brand.
- Image Credits
- Image #1: designer Leng Chen, Variations, 2019.
Image #2: designer Yin Li, Variations, 2019.
Image #3: designer Yin Li, Variations, 2019.
Image #4: designer Leng Chen, Variations, 2019.
Image #5: designer Leng Chen, Variations, 2019.
Colors of Hou Juice Drink Packaging
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