2022 | Professional

MUSE Design Awards Silver Winner

Golden Leaf(Tianye Soft)

Entrant Company

China Tobacco Henan Industrial Co., Ltd./ Zhejiang Minong Century Group Co., Ltd.

Category

Packaging Design - Tobacco

Client's Name

Country / Region

China

This is the outer packaging of Golden Leave (TianYe Soft) cigarettes. With its classic pattern design and exquisite material selection, the packaging highlights the design team's commitment to the design principles of "environmental protection, simplicity, and nobility", and conveys the brand's philosophy of the consistency of appearance and essence and human-nature harmony.

This packaging design continues the design style of the Golden Leaves by combining white and gold color schemes. This is the same for cigarette quality of the previous products, which inherits the good reputation of "see golden yellow tobacco when smoking and snow white tobacco after consuming". Thus setting a simple and restrained tone for the product.

The raw material for the built-in product is a small amount of tobacco picked from the "golden part" of the plant at the "golden time" of maturity, which is collected and selected by the "golden standard".

As the central motif throughout the packaging, tianye is designed by different techniques that are based on the location to fully reflect the relevance of tianye to the product. The tianye on the top golden is positioned by using a lithographic aluminum wash technique, which creates a luxurious feel through the interplay of fine textures and gloss.

The tianye in the center is silk-screened with an ice-flake effect, which smoothly links the various areas to create a simple and restrained visual effect. The tianye on the back is embossed in micro-embossment, which corresponds to the rounded and atmospheric branding on the front of the packaging. This design creates a contrast between the delicate pattern and the thick brushstrokes for the ideal of returning to the basics and a sublimation of the overall style. The design of the product also reflects the concept of sustainability by using pulpboard and aluminum wash paper as the base packaging material. This material is biodegradable and does not cause environmental pollution when disposed of. The use of a one-off triplex process for forming the cat's eye effectively simplifies the production process and reduces energy consumption, to reflect the high sense of social responsibility of the design team.

Credits

Zhejiang Minong Century Group Co., Ltd.
China Tobacco Henan Industrial CO., LTD
Zhenglei Jia
China Tobacco Henan Industrial CO., LTD
Xiaohua Ma
China Tobacco Henan Industrial CO., LTD
Mingqi Gao
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