Silver Packaging Design · 2024
Zongchuan 1929 Food Packaging
by Wei Jiang
- A' Design Award 2024 Silver Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: Xi'an Yiwen Brand Design Co., Ltd
- Estimated Number of Design Views: 35,671
- Verification code 5FCFA65E5A · Verify this award
About Zongchuan 1929 Food Packaging
Zongchuan 1929 also serves as a unique blessing for the recipient. As a gift for the Dragon Boat Festival, it plays an important role in conveying emotions between people. The temperament and culture it presents reflect the personality and cultivation of the gift giver. Zongchuan 1929 is designed to give a sense of the bustle of Chang'an's streetscape and the warmth of its people. The unique box opening and printing process, as well as the use of sustainable paper, also reflect the brand's social responsibility as a long-established Chinese brand.
Xi'an Yiwen Brand Design Co., Ltd's Zongchuan 1929 Food Packaging emerges as a distinguished exemplar of contemporary packaging design that honors traditional visual culture while employing sophisticated modern production techniques, the work positions itself within the rich lineage of heritage brand presentation that seeks to transmit cultural memory through material objects and visual storytelling, the panoramic illustration dominating the primary package surface draws upon centuries-old traditions of narrative landscape painting wherein bustling scenes of daily life unfold across expansive pictorial fields inviting extended contemplation and discovery of countless details, this illustrative approach transforms the packaging from mere container into a kind of portable cultural artifact that celebrates the communal rituals and regional character associated with traditional food preparation, the technical execution demonstrates remarkable accomplishment in balancing illustrative complexity with brand clarity as the intricate scene never overwhelms the essential commercial communication but rather enriches it with emotional resonance and cultural authenticity, the chromatic sophistication evident in the harmonious relationship between the vibrant illustrated components and the restrained elegance of the structural packaging elements suggests careful consideration of how these objects will function across multiple contexts from retail display to gift-giving ceremonies to domestic display, the dimensional embossing of the 1929 numerals references the brand's historical founding while the relief treatment elevates simple typography into sculptural presence, the overall design system achieves that rare synthesis wherein commercial packaging transcends its utilitarian function to become an object worthy of preservation and appreciation, inviting viewers to consider how material culture serves as vessel for collective memory and cultural transmission across generations
Press Kit
- Unique Properties
- Zongchuan 1929 is a packaging design for zongzi ( glutinous rice dumplings ) inspired by the historical and cultural heritage of Xi’an. Zongzi is a traditional festival food consumed during the Dragon Boat Festival, representing not only a tribute to the patriotic poet Qu Yuan from ancient times but also the preservation of traditional festivals and culture.
- Dimensions & Packaging
- The size has a length of 672 x width 292 x height 126mm, and the weight is 1.86kg plus 600ml respectively.
- Tags
- Festival, Colorful, Elegancel, Historical
- Production Technology
- The packaging design of this project utilizes environmentally friendly paper materials, emphasizing the concept of recyclability and showcasing the brand's commitment to social responsibility as a renowned Chinese heritage brand.
- Design Challenge
- The design of Zongchuan 1929 presents a unique Chang An street scene through creative illustrations, showcasing the distinctive historical ambiance of the location. The intricately detailed elements in the artwork can be appreciated and enjoyed, and the backing paper featuring the complete illustration can also be preserved as a decorative piece of art.
- Project Duration
- The project started in May 8, 2022 in China and finished in May 20, 2022.
- Operation Flow
- The design also incorporates the ancient opening and closing mechanism of a drawbridge, adding a sense of ceremony to the gift box. The focus of the gift box is concentrated on the narrower side, ensuring both stability for display and weight-bearing capacity.
- Research
- Based on the concept of Zongchuan 19, the design team drew inspiration from the scenes of how people in ancient Tang Dynasty celebrated the Dragon Boat Festival in front of the Xi An City Wall thousands of years ago. Thus, the original illustration of Chang An Street came into being.
- Inspiration
- Through Zongchuan 1929, we aim to evoke the bustling streets and warm atmosphere of Chang An, allowing people to experience the vibrant cityscape and the heartfelt sentiments of the people. The unique opening method and printing techniques also reflect the rich cultural heritage and understated elegance of the ancient city of Xi An.
- Image Credits
- Xi'an Yiwen Brand Design Co., Ltd
Colors of Zongchuan 1929 Food Packaging
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