China   |  2021

MUSE Design Awards Gold Winner

Dragon Boat Festival Gifts

Entrant Company

Shenzhen Xishang quality packaging co., LTD

Category

Packaging Design

Client's Name

Shenzhen Xishang quality packaging co., LTD

Sub-Category

Other Packaging Design

The outer box design take dragon as the main body, with zongzi leaf texture as the dragon's scales. In the background, the geometrical shapes of zongzi leaves and zongzi represent mountains, rivers and waves, which harmoniously integrates the elements of the Dragon Boat Festival. The inner box is packed with two dragons, because double dragons represent double good luck in Chinese culture, and they are also closely linked by the packaging of zongzi. The surface of the box is painted with mountains and waves, which means that the box bears all things in the world and carries the dragon boat to ride the wind and waves. When the user lifts up the lid of the box, the four unconnected edges of the inner box will unfold on the desktop with the attraction of gravity, providing a sense of ceremony viewing as if the curtain was suddenly opened. With the themes of totem, festival ceremony and dragon boat landscape, the traditions and characteristics of the Dragon Boat Festival are presented through the multi-layer three-dimensional pattern cards. This zongzi package focuses on the origin of Dragon Boat Festival, that is the worship of celestial phenomena and totem worship, using a new form to express the tradition and extend the image of the dragon boat is a new combination of tradition and modernity. According to Chinese scholars, the ancestors of Wu and Yue used the dragon as a totem, and the festival held totem sacrifices and dragon boat races to pray for good weather. The packaging shows traditional sacrificial activities, trying to create a new understanding of the ancient tradition with the packaging of zongzi.

Credits

Creative Director
Chen Peng
Graphic Designer
Zhu Chengpeng
Illustrator
Hu Yunfeng
Text
Xiao Xiao
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