HOMETOWN FLAVORS CHANG’AN ZONGZI

The packaging design for "HOMETOWN FLAVORS CHANG'AN ZONGZI" aims to convey a rich sense of Chang'an's cultural identity. Through elements such as packaging structure, color, and visual language, it subtly transmits traditional culture in everyday gift-giving moments, contributing to public aesthetic education. In terms of overall form, the design draws inspiration from the grand, sweeping presence of traditional Chinese architecture. A horizontally expansive composition enhances the visual tension, echoing the epic narrative sensibility inherent in the product name "HOMETOWN FLAVORS CHANG'AN ZONGZI." The packaging adopts a foldable structure, allowing it to be shipped flat during transport — a practical solution that effectively saves users substantial shipping and warehousing costs. The outer packaging of the gift box features a vibrant and vivid orange-red paired with deep ink-green as its primary tones. This color combination captures both the festive joy of the Dragon Boat Festival and the profound historical gravitas of the ancient capital. Oversized custom-designed typography for "Chang'an" and "Hometown" dominates one side of the box, delivering a powerful visual impact and clearly articulating the brand's regional and emotional theme. In addition, the design incorporates hand-drawn illustrations of Tang Dynasty chariot and horse processional motifs, complemented by small seal-script stamp imprints on all four sides. The copy revolves around evocative themes — "Han and Tang, the Qin Plains, a millennium-old homeland, a Tang of poetry and verse" — using concrete words and imagery to transmit traditional culture.