Country

中国(China)

Official website

http://www.pufine.com/

Company Introduction

Pufine Design, established in 2012, is a comprehensive brand design agency with the core of "discovering brand opportunities to drive design". It adheres to the industry and consumer-oriented strategy and design to create higher value for the brand. He has won more than 20 professional awards at home and abroad. Pufine Design is composed of professional brand consulting and original design teams. It has comprehensive and comprehensive creative output capabilities such as brand top-level consulting, brand gene shaping, brand image shaping, product packaging shaping, and commercial space shaping, providing enterprises and the market with complete and efficient solutions. Total brand building solutions.

Images

Brand Name

WU FANG ZHAI

Designer Name

Duan Li

Position of Designer

main designer

Client

Wufangzhai Group Co., Ltd.

Target Group

Dragon Boat Festival gifts and edibles.

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 其他销售渠道 五芳斋专卖店

Positioning

礼品 Gift

Design Story

The Dragon Boat Festival is one of the most traditional festivals in China. As the No. 1 brand of Zongzi ( a kind of rice-pudding for this festival) in China, Wufangzhai Group specially launched a commemorative high-end gift box of "Prosperous Wufang" in 2021 to celebrate the 100th anniversary of Wufangzhai's birth.

Highlights

An gift box with festival features in a oriental beautiful way. It reinterprets the grand scene of Dragon Boat Festival celebrated by the Royal 300 years ago with fine print lines, presents the nobility and elegance of oriental aesthetics, and just like a journey takes you back to touch the cultural heritage. To be opened on both sides, the outer box arouses the curiosity of consumers to open the gift. Match with the theme, a relief metal round plate is set in the middle to express a fine meaning of "Double dragons guarding and Wufang in prosperous times". Six rectangular boxes inside are combined into a beautiful picture scroll and it can also be a single scroll when separated. The two sides of the long box are combined with the pattern of double cross and the shape of window lattice. Pull and open you will see a dragon boat ready to set off. The slightly convex dragon head on the front side is vivid and intuitive. There are undulating water ripples on both sides, six long boxes form six dragon boats, and a dragon boat competition is about to start. The azure green of Song Dynasty porcelain matched with gold color makes the gift box fancy and classic. Mixed the feature of traditional Chinese festivals, customs and art on the box, it became one of the best-selling products under this brand as a high-end gift for the Dragon Boat Festival in 2021.

Market Performance

without

Material

纸质 Paper; 其他

Craft

Adopt widely used hot stamping, metal plate, UV and embossing process.

Does the design solve the problems that are common across the product category?

without

What functional designs of the work have enhanced the user experience?

An ancient art scroll is facsimiled by modern design method, elevating the artistic value and also the experience of traveling through time-space. The two-sided opening structure arouses the curiosity of consumers to open the gift box. The stereoscopic metal plate with the sense of reality in details improves the touch experience. Combined in a jigsaw puzzle way to increase the consumer’s participation. The long box can be transformed into a dragon boat, which is lively and interesting, giving more interaction experience as well as carrying forward and inherit the traditional culture.

Did the design help increase the sales performance of the product?

As a high-end gift for holidays, it became one of the best-selling products under this brand during the Dragon Boat Festival in 2021.

Does the work consider sustainability (environmentally or commercially, or both)?

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