Type of applicant company

品牌方

Country

中国

Company Website

www.dadongdadong.com

Images

Brand of the Product

DONG TO GO

Designer Name

Dong To Go Design Department

Position of Designer

无

Target Consumer

For users who choose to represent the business needs of gift giving in China and those who love Beijing roast duck cuisine

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 礼品渠道、机场、经销商

Positioning

大货消费品 Mass Production

Design Story

Beijing roast duck is one of the national banquet dishes in China and represents one of the categories of Chinese culinary culture. Over the past 20 years, Beijing roast duck has been dominated by poor quality, bright red vacuum packaging, lack of design sense, and quality sense, which has caused many people to have a deep misunderstanding of Beijing roast duck. The Dadong roast duck brand was established 40 years ago, with the creation of crispy and non greasy roast duck. In 2020, its subsidiary brand Dong To Go upgraded traditional roast duck and pioneered prefabricated sliced duck, Dong To Go hopes that Beijing roast duck will truly become a representative product of Chinese cuisine. This is a concept that Dong Daojia has been pursuing. A gift that can represent China, becoming a national roast duck, can make Beijing roast duck, whether purchased from boutiques, stations, airports, or supermarkets, of high quality and exquisite Beijing roast duck. He hopes that it can represent the taste of Beijing and help promote the internationalization of Chinese cuisine labels, Let Beijing roast duck go out of Beijing and into the world.

Highlights

Continuing to use the visual hammer IP of Dadong Roast Duck [Roast Duck Outline] to design a hand-held box style, with the unique colors of the Forbidden City in China as the creative concept. Yellow glazed tiles, vermilion walls, and green black floor tiles are boldly introduced, with black, gold, and red colors, retaining the traditional cultural color structure of the Forbidden City. At the same time, the color matching also conforms to the application logic of business etiquette. The color matching not only symbolizes solemnity, happiness, and auspiciousness, but also is crowned with strength and grandeur, Extremely strong business attributes. The one-piece portable gift box, which represents both the inner lining of business gifts and the face of exquisite Chinese cuisine, is lightweight and gives the packaging a three-dimensional sense.

Market Performance

Listed for less than two months

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

1. European aircraft box: packaging is more airtight, with fewer cuts, and a more three-dimensional appearance
2. Double sided half piercing knife easy to tear mouth: easier to tear, uninterrupted, ensuring food safety (patent)
3. Matte handle: realistic touch, more in line with carrying habits
4. 3D hot stamping on the outer box surface solves the problem of hot stamping and delamination at creases
5. Duck silhouette: UV technology, full appetite, and more realistic restoration of ingredients
6. BOPP scratch resistant and matte film: ensures that the gift box is clean, antifreeze, and not easily scratched, with strong gift attributes
7. Duck aluminum foil box: suitable for over 90% air fryers, no need to empty the plate, one-time film tearing and reheating, more convenient

Does the design solve the problems that are common across the product category? If so, please explain.

Gift box attribute products, involving the giver and receiver respectively
Giver
The packaging of the gift recipient has strong business attributes and is not easily damaged, ensuring that the product is not scratched during gift giving and has a strong business atmosphere. Therefore, a European style airplane box has been designed, which will make the packaging more three-dimensional and the gift box shape more complete; The application of scratch resistant matte film allows for a high degree of preservation of the box shape, surface integrity, and gloss during the gift giving process.
Recipient
The gift box has strong sealing properties and is easy and convenient to heat up in the later stage. It is specially selected with double-sided half piercing and easy to tear edges, which enhances food safety. The inner box is made of aluminum foil, making heating more convenient and convenient,

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

Gift box attribute products, involving the giver and receiver respectively
Giver
The packaging of the gift recipient has strong business attributes and is not easily damaged, ensuring that the product is not scratched during gift giving and has a strong business atmosphere. Therefore, a European style airplane box has been designed, which will make the packaging more three-dimensional and the gift box shape more complete; The application of scratch resistant matte film allows for a high degree of preservation of the box shape, surface integrity, and gloss during the gift giving process.
Recipient
The gift box has strong sealing properties and is easy and convenient to heat up in the later stage. It is specially selected with double-sided half piercing and easy to tear edges, which enhances food safety. The inner box is made of aluminum foil, making heating more convenient and convenient,

Did the design help increase the sales performance of the product? If so, please give related evidence.

Built in aluminum foil small square box:
Traditional vacuum roasted duck is a whole roasted duck without slicing or heating equipment. Customers need to slice it themselves and heat it in a pot during meals, which cannot guarantee the taste. The slicing technique also affects the user experience.
The Da Dong Roast Duck Black Gold Gift Box has chosen a disposable aluminum foil box with film covering, 15cm * 15cm * 1.5cm, which does not require slicing and can be directly placed in any air fryer for more convenient heating. Moreover, the roasted duck meat is already sliced, which is not only a food packaging but also a tableware. The aluminum foil box has faster thermal conductivity and can highly restore the secondary reheating of the roasted duck.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Business Sustainability
As a classic product, this gift box will be used through various channels such as supermarkets, gifts, e-commerce, private domains, etc. It will be retained as the most classic product of Dadong Roast Duck. Afterwards, 2-3 packaging supply chains will be fixed as long-term partners, and Dong to go will also establish a roast duck factory for this product. In terms of production and packaging, costs will be reduced year by year to ensure that the product has a competitive advantage in price and higher profits will be generated, To maintain business sustainability.