Type of applicant company
设计机构
Country
中国
Company Website
无
Images
Brand of the Product
GUANGZHOU RESTAURANT
Designer Name
Designer: Chen Lini； Creative Director: Chen Rong
Position of Designer
Designer: Chen Lini； Creative Director: Chen Rong
Target Consumer
Young fashion consumer around 25-40 years old
Distribution Channels
电商 E-commerce
Positioning
大货消费品 Mass Production
Design Story
The market is developing rapidly and consumer demands are becoming increasingly diversified. Guangzhou Restaurant, a long-established traditional Cantonese mooncake company, is focusing on young consumers and trying to launch new fruit-flavored mooncakes. The product is different from traditional mooncake gift-giving, big family reunion and other scenarios. It is expected to innovative mooncake gift boxes with innovative flavors that are more in line with young people’s consumption preferences.
Highlights
In terms of box shape, we try to get rid of the static visual experience of traditional mooncake gift boxes in the past, and innovatively propose a unique cubic proportion. The three-layer independent box is attached with a special rotatable connection structure and can be opened in different ways, showing an innovative and interesting rotatable "Rubik's Cube" form. In conjunction with the innovative box structure, interesting and concise fruit graphics combined with geometric color blocks are used on the four sides, and combined with "dopamine colors" to create an overall visual image that combines youth and fashion, fun and deliciousness. It complements the experience of using the "Rubik's Cube", combining high appearance and a new interactive sharing experience.
Market Performance
Limited sales during the Mid-Autumn Festival, with a total of 21,500 boxes sold.
Material（For concept works, please choose the material you plan to use）
纸质 Paper; 其他 金属 metal
Craft
Innovatively proposes a unique cube-proportion box shape. The three-layer independent box is attached with a special rotatable metal connection structure. Each layer opens in the form of a drawer, showing an innovative and extremely interesting rotatable "Rubik's Cube" form. The embellishments such as hot stamping and UV technology in the details are a multi-dimensional expression of vision and touch, and also ensure the exquisiteness and high-end feel of the Mid-Autumn Festival gift box.
Does the design solve the problems that are common across the product category? If so, please explain.
The design first tried to get rid of the static visual experience of traditional mooncake gift boxes in the past in terms of box shape, and innovatively proposed a unique cubic proportion. The box-shaped proportions completely break away from the traditional impression, laying a good foundation for the expansion of more youthful and fashionable products.
What functional designs of the work have enhanced the user experience?
Each of the three layers of the gift box can be rotated 360°. The top lid is opened and four small drawers can be opened. When sharing mooncakes with friends, it is like exploring and experiencing the fun of a mystery box, bringing consumers a fun sharing and taking experience.
Did the design help increase the sales performance of the product? If so, please give related evidence.
no
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
While complying with the price restrictions of packaging materials in the new packaging law, the exquisiteness and playability of the gift box are guaranteed.