Country

中国(China)

Official website

http://www.3songshu.com/

Company Introduction

Three Squirrels has become the largest leisure food brand in China , the manage channels covers online/offline platform, the main business covers a full range of snacks, including nuts, dried fruit, selected snacks and etc. In 2019, the annual sales of Three Squirrels exceeded 10 billion, becoming the Top 1 brand in the leisure snack industry , which was hailed as "the first share of national snacks". The sales volume of Three Squirrels was top 1 in Tmall for 8 consecutive years by 2020. Squirrels Design Institution is fully in charge of Three Squirrels’ brand creation, package design, e-commerce design and commercial space design in recent 10 years. Squirrels Design Institution has rich practical experience, it is a professional, efficient and motivated creative design team.

Images

Brand Name

Three Squirrels Inc

Designer Name

Pengfei Zhang

Position of Designer

Senior Art Director

Target Group

Duanwu Festival (Dragon Boat Festival) as a traditional festival in China, there is always a habit of visiting relatives and friends. Duanwu gift box is created for people giving presents during festival time. Consumers prefer elegant, high quality and festive gift box, so we start our concept from this demand.

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

礼品 Gift

Design Story

Culinary culture is an important part of Chinese culture, ‘steaming’ is an ancient method of cooking food, which has been existed for thousands years. ‘Prosperous and Thriving’ is a Chinese idiom represents best wish to people’s lives. We inspired by this idiom and set the main concept of combining Chinese culinary culture with best wishes and traditional activities such as dragon boat competition or zongzi. For package structure, we use the mysterious method in Chinese traditional architecture: Mortise and Tenon joint structure to present a modern gift box with traditional cultural elements. We wish our clients are able to have delicious food, and enjoy Chinese culture at the same time. Furthermore, we wish more people to see and like Chinese culture.

Highlights

The high light of this package design is the unique structure- Mortise and Tenon joint. Behind the convex and concave structure, we find the ancient Chinese craftsmen's pursuit of ‘harmony between man and nature’. The package is perfectly constructed by inserting parts, it is a successful design to combine function and aesthetic. Graphic design is using the advantage of the structure, the outer structure is a case for storing zongzi, the middle structure is transformed as a dragon boat. While sliding the dragon boat part, water ripples and zongzi shaped mountains on two sides will be shown, package becomes a wonderful landscape painting.

Market Performance

none

Material

纸质 Paper

Craft

Mortise and Tenon joint structure is ingeniously used on package design, we select grey manila board to ensure the hardness of the case and connect the cases tightly; we use EVA flocking material in peripheral products cases to protect ceramics in transferring. Inter bag is using PET/VMPET/PE to block air. And for printing, we use gold stamp and UV print technique to improve quality.

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

Other Duanwu gift box designs, headings are always split from main concept, so they could not send creative idea to consumers. This product is named ‘Prosperous and Thriving’, we use lots of bamboo weaving elements to build a ‘steamer’, revert the picture of food surrounded by steam; dragon boat shuttles inside, presents a picture of ‘Prosperous and Thriving’. We are sending the best wishes of ‘better lives’ to our clients through design techniques.

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

Mortise and Tenon joint structure is a cutting age design for gift box design. We separate the structure into six individual boxes, when these boxes gathered together, a ‘steamer’ is shown. So our clients are able to have delicious food, and enjoy Chinese culture at the same time.