2024 | Professional

MUSE Design Awards Platinum Winner

Longfengchengxiang

Entrant Company

Chen Xiaoying

Category

Packaging Design - Snacks, Confectionary & Desserts

Client's Name

Country / Region

China

This gift box is designed by multiple aesthetic craftsmen, based on the essence of Chinese culture, and "re-design" traditional culture. Using the box as paper and colors as ink, it integrates the traditional Chinese characters of Longfeng Chengxiang( prosperity brought by the dragon and the phoenix), and flexibly presents refined elements such as the loong's tail movement, the phoenix’s flying, the national flower peony and the evergreen pine on the gift box. It employs exquisite embossing and hot stamping techniques to highlight the overall layering of the packaging; the side includes an exterior patent number to prevent counterfeiting.

The inner box material has also been changed to food-grade environmental PP champagne gold, and the design has been adjusted too, making the moon-cake inner box much more upscale. The entire gift box is full of design sense, narrating the beauty of a culture inherited for thousands of years, bringing a Mid-Autumn blessing of national peace, public security and auspicious happiness.

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