2022 | Professional

MUSE Design Awards Silver Winner

Xiaoyong Genki Food (Air-dried Beef)

Entrant

Tianjin Zhengwu Advertising Co., Ltd.

Category

Packaging Design - Fresh Food

Client's Name

Tianjin Yichuang Advertising Co., Ltd.

Country / Region

China

This is a new type of green and healthy food packaging, which creatively combines the famous IP-Yelü Xiaoyong which representing Mongolian culture with this air-dried beef packaging, enables consumers not only to taste delicious air-dried beef, but also to get in touch with the cultural heritage of Mongolia. The outer packaging uses bold modern fonts to show customers its unique taste of air-dried beef. The huge "Genki Food" character on the packaging conveys its unique culture of the product, that is to say, when marching and fighting in ancient times, it was necessary to carry dried beef as military ration to provide physical support for soldiers. Then it was extended to a very modern title, which is more in line with the aesthetics of today's young people and to attract customers to explore this delicacy, and offer a strong visual impact on the premise of ensuring the integrity of packaging.

Credits

Wang Baogang
Wang Ge
Shen Xiaolin
Niu Changxin
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