China   |  2022

MUSE Design Awards Silver Winner

Magic East Jade Series Packaging Design

Entrant Company

Hangzhou Artbuer Visual Design Co., Ltd.

Category

Packaging Design

Client's Name

Magic East

Sub-Category

Beauty & Personal Care

The brand is a style of interpretation of Chinese culture, referred to as "Guofeng". Different from the complicated details of the traditional "Guofeng" style, the brand focuses on borrowing the techniques of ancient poems in the design expression, embodying the sentiment in the scenery, and expressing the "ethereal" artistic conception with tangible graphic design. We spent a lot of time balancing the blank-leaving. If it is said that blank-leaving can express "emptiness", then the expression of "spirituality" should be explained by elements such as clouds, smoke, light and shadow. In addition, it is also necessary to use low-saturation colors instead of traditional high-saturation colors. "A modest gentleman, Wenrun as jade". Based on the initial stage of brand creation, in the limited selection of public model packaging materials, we used white porcelain and jade glass to hold more advanced hair-growing essential oils, which can better explain the brand's pure plant formula's "Wenrun" concept. Considering the user experience and marketability of subsequent products, we did not continue to use glass but instead used plastic bottles for canning shampoo and hair mask. In the design, we use jade patterns to correlate the texture of white porcelain and jade, so that the brand has better unity.

Credits

Creative Director
Le Guo
Design Director
Xue Feng
Technical
Zhichen Han
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