Cosmos Datong Brand Design by YeZhang |
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| DESIGN NAME: Cosmos Datong PRIMARY FUNCTION: Brand Design INSPIRATION: "COSMOS DATONG" is a local pastry brand of the ancient city of Datong, and “Datong” symbolizing the Chinese people's enduring pursuit of peace. The main objective of this design is to elevate the product's value and propagate Datong's culture through thoughtful design. As a business card of local culture and tourism, "COSMOS DATONG" is close to the product and lets consumers intuitively feel the glorious history, bringing them a rich visual experience and a deep emotional connection. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The design team combed through the historical lineage of the ancient city of Datong, and through four sets of thematic illustrations showed the historical features of the city in different periods, which were eventually applied to the product packaging design and derivative materials. The combination of local folk style illustrations and oriental aesthetics of new Chinese style, blended with the traditional color palette of Shanxi shadow art, creates a strong impression of Datong. OPERATION / FLOW / INTERACTION: This product is sold in both online and offline food stores and gift shops. This is a local pastry gift box with traditional characteristics of Shanxi, China, suitable for Chinese people to give as gifts to family and friends on festivals or festive occasions. PROJECT DURATION AND LOCATION: The project started in January 2023, was completed in April. At present, the product has been marketed in food stores and gift shops in Shanxi, China in August 2023. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: GREAT HARMONY OF DATONG is a high-end food packaging box consisting of three small packaging boxes. The outer packaging box is made of environmentally friendly cardboard and high-quality paper material, with a smooth UV coating on the surface and good waterproof performance. The gift box text adopts hot stamping technology, and the edges adopt die-cutting technology to maintain the hardness and durability of the packaging box. SPECIFICATIONS / TECHNICAL PROPERTIES: Outer packaging box: 300 * 300 * 70mm Inner packaging box: 170 * 170 * 55mm 8.5 * 170 * 55mm 260 * 85 * 55mm Promotion poster: 500 * 700mm TAGS: local characteristics, traditional innovation, shadow puppetry culture, folk style illustrations, new chinese style，oriental aesthetics, brand design, packaging RESEARCH ABSTRACT: Type: Brand Design Research Goal: Design a unique pastry packaging with Shanxi folk culture in China Method: Determine the design style through field investigation, on-site investigation, literature review, data analysis, brand planning, and other methods. This project mainly uses PS and AI software commonly used in graphic design for creation. Result: The project ultimately identified the brand of GREAT HARMONY OF DATONG, combining the packaging of Shanxi style pastries with traditional shadow puppetry style illustrations, presenting a packaging design with folk customs and new Chinese style. Effect/Impact: The packaging has been marketed in the Datong Cultural Tourism Scenic Area in Shanxi Province,which has achieved a good social evaluation, received wide media attention and effectively improved the visibility of Datong Ancient City. The successful launch of this pastry gift box not only showcases the perfect combination of local characteristics and traditional culture, but also provides a novel brand experience for the consumer group. CHALLENGE: The biggest challenge in this design project is how to infuse the rich traditional culture with new vitality, allowing it to create new visual effects. Enable consumers to feel the profound cultural heritage of the ancient city while savoring the delicious pastries. ADDED DATE: 2024-02-23 07:01:20 TEAM MEMBERS (8) : Design Director：YeZhang, Art Director：XingxingLi, Art Director：YangMao, Lead Designer：Yelin, Designer：LeSun, Designer：WanqiChen, Designer：YuyangWu and Designer：XiaoYiWang IMAGE CREDITS: This work is all original images not copyrighted. PATENTS/COPYRIGHTS: This work is all original images not copyrighted. |
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| Visit the following page to learn more: http://saad.bjtu.edu.cn | |||||
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NAME: Beijing Jiaotong University PROFILE: Founded in 1896, Beijing Jiaotong University (BJTU) is the birthplace of modern railway and telecommunication education in China. It was among the first universities in China to confer doctoral and master's degrees and is renowned both domestically and internationally as one of the key universities with the longest history in China. The creative design program of BJTU is under the School of Architecture and Design, which offers majors such as Visual Communication Design, Digital Media Art, Environmental Design, Architecture, Urban and Rural Planning, contributing to the education of numerous outstanding designers and architects for society. In recent years, the design team at Beijing Jiaotong University has undertaken a series of prestigious projects in brand design and cultural creativity, including the design for the Yuanmingyuan (Old Summer Palace), the Summer Palace, Beijing Zoo, Beijing North Railway Station, and other well-known landmarks both in China and overseas. Their work has garnered widespread social influence and has been recognized with numerous awards in domestic and international design competitions. |
| AWARD DETAILS | |
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Cosmos Datong Brand Design by Yezhang is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Click here to request a exclusive interview about Cosmos Datong Brand Design from YeZhang. · Click here to view the profile and other works by YeZhang. |
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