2025 | Professional

MUSE Design Awards Gold Winner

Shede Cultural Zongzi Gift Box

Entrant Company

Shenzhen Jujin Paper Packaging Co.,LTD

Category

Packaging Design - New Category: Festival Gift Box

Client's Name

Qiu Wei, Peng Tao

Country / Region

China

In the lush vibrancy of midsummer, this gift box transforms a boat into a loong, carrying with it the bounty of nature and the brilliance of culture. Its design takes the form of a dragon boat, feels the pulse of the seasons, and is imbued with the spirit of ritual. It condenses a thousand years of the Dragon Boat Festival's sentiment into a dual feast for the eyes and the soul. Each zongzi is not merely a legacy of flavor, but a rebirth of the Eastern spirit. The overall form is inspired by the phrase from the I Ching's Qian hexagram, "to ride six loongs at the proper times and drive through the heavens." The structure, assembled from six beveled hexagonal modules, creates the dynamic shape of a dragon boat cleaving through waves. Upon opening, the gift box becomes a coiling loong, its boat-like form spreading its wings. The beauty of the seasons leaps forth, like a timeless ceremony flowing from a thousand years past. The gift box features a transformable, three-dimensional structure. The loong's head, crafted through 3D embossing and outlined with cold-stamped gold foil, is rendered with vivid clarity and spirit. The opening process is like a "dragon boat unloading its grain," a layered unfolding that immerses you, awakening the deep sense of ceremony and childhood memories of the festival. The main body is made of a deep green, matte-finished paperboard, textured with an embossed wave pattern, conveying a reserved and steady elegance. Partially hidden cold-stamped gold lines suggest the form of loong scales, which shimmer and shift in the light like glistening ripples or the subtle breath of a loong, revealing an extraordinary artistic quality and seasonal spirit in its understated design. The hexagonal modules can be cleverly disassembled and reassembled, significantly reducing their volume for transportation and adapting to various display and reuse scenarios. This innovative structure not only reduces its carbon footprint but also adds practical value. Once opened, the gift box transforms into a decorative piece for a desk or shelf, extending the festive atmosphere and giving the packaging an aesthetic and functional life.

Credits

Shenzhen Jujin Paper Packaging Co.,LTD
Qiu Wei
Shenzhen Jujin Paper Packaging Co.,LTD
Peng Tao
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