If the packaging on the shelf is daily clothing, then the gift box is like a dress that needs to be worn in a specific season or occasion. It is easy to understand that the gift box is the ritual of food packaging. Whether it is for giving to others or for pleasing oneself, life always needs some thoughts and novelty.
Compared with general packaging design, gift box packagingpays more attention to aesthetics and the exquisiteness of design. Whether it is in line with the theme of the New Year or IP joint cooperation, each gift box has its own "dress code". The "styling teams" use extremely creative designs to "dress" the products, in order to shine in their respective home courts and attract the attention of consumers. Today, let's take a look at how to make creative and exquisite gift boxes.
Wo Xiaoya has created an IP image of an exploratory and curious baby with stars in his eyes and the sun in his heart. The inspiration of this cheese gift box packaging is based on a food education story: Wo Xiaoya has two friends, the little mouse Xiaoya (who never grows tall) and the hungry cat Xiaoya (who always eats but never gets full), but both want to grow taller and grow up to compete for the first place. Xiaoya drives the cow spaceship to the cheese planet to find the secret of growing taller for the mouse Xiaoya who never grows tall and the cat Xiaoya who never gets full. The packaging creation breaks the traditional box shape and creates an original milk spaceship shape unique to the Wo Xiaoya brand, so that the packaging brings joy to children and gives the packaging a deeper value. The milk spaceship gift box adopts an interlaced structure, combined with the product theme, to fully satisfy the children's intellectual development and the interactive experience between parents and children.
Generation Z is a maverick generation. They don't like fixed rules and regulations, and they don't like rigid preaching, and the same is true for consumption. In order to communicate directly with Generation Z, Fancci Food breaks tradition and creates planet mooncakes that belong to Generation Z. Breaking through traditional packaging, mooncakes are transformed into unique planets, each of which represents a different taste and also represents the unique state of mind of Generation Z. "I am not a mooncake, I am Fancci" is the best reflection of the unique personality of Generation Z. The blind box design makes every attempt full of curiosity and expectation; the inner package is made of metal, which increases the quality of the product, and can also be used as a storage box for secondary use, which is environmentally friendly.
The Mid-Autumn Festival is a traditional Chinese folk festival and a precious cultural heritage of the Chinese people. The Haoyue Liuguang Mooncake Gift Box meets the needs of the high-end gift market during the Mid-Autumn Festival. It is presented on the Haoyue Liuguang Mooncake Gift Box with creative design language and exquisite craftsmanship. The main visual of the gift box draws the form of "clock, roulette, and universe", and connects the three with circular geometric radiation design techniques, visually interpreting the theme of "the taste of time". The gift box structure refers to the form of the traditional Chinese royal food box, extracting the octagonal box structure, implying a stable, auspicious festival wish. The visual color "orange" is a blend of the traditional Chinese colors "fei" and "yan", implying a bright, gorgeous, prosperous and peaceful vision of a beautiful life.
Hutaoli Mid-Autumn Festival Gift Box is a mooncake gift box suitable for Mid-Autumn Festival gifts. The brand vision of "four generations living under one roof" is integrated into the theme of Mid-Autumn Festival, and this is used as inspiration to refine the design idea of "generations living under one roof". Traditional festivals are no longer just the expectation of four generations living under one roof, but also a time for every wanderer to gather after getting rid of work fatigue. inDare incorporates a strong musical atmosphere into the design of this mooncake gift box, hoping to use music as a medium to connect every generation during the Mid-Autumn Festival reunion. Breaking the traditional festive color scheme, we use high-end, retro black and gold as the main color scheme to restore the vinyl record design, combining fashion with retro elements to create a new mooncake gift box design that conforms to the popular aesthetic. The structure of the gift box is portable, which is convenient for others to give gifts. The concept of a jewelry box is made at the mooncake placement, achieving a secondary environmental protection form; we reduce the traditional greeting card method and change to scanning the code to get blessings, while responding to the concept of reducing paper environmental protection.
Guanghe is a traditional brand that originated in the Qing Dynasty and is deeply loved by Chinese consumers. In the past 100 years, Guanghe has been committed to producing one product - fermented bean curd. In order to help this increasingly alienated brand extend to other condiment categories and establish an emotional connection with young consumers, Guanghe worked with Design Bridge to create a brand reshaping plan. Design Bridge made a solution of "leaving a corner for childhood" in the form of illustrations and installations: In order to make way for new high-rise buildings, many old streets and alleys in the city are disappearing rapidly. For many consumers born in the 1980s and 1990s, these changes have gradually blurred their past memories, followed by infinite nostalgia for their childhood. Guanghe's brand proposition is built on this nostalgia - promising a taste of childhood, a taste that can make innocent memories emerge again. The design solves the pain point of low participation of young consumers in the entire fermented bean curd category, and the creative idea of "reliving childhood" of Guanghe fermented bean curd has resonated strongly among consumers.
GODIVA 2021 Mid-Autumn Festival Limited Edition Chocolate Gift Box, the Mid-Autumn Festival gift box adopts the creative concept of "full moon, blooming flowers, flowers in front of the moon", the main screen of the gift box presents a golden full moon, and the brand LOGO is printed on the full moon, highlighting GODIVA's brand power in the chocolate category, making the gift box have a high-end and wealthy temperament. Full moon reunion, blooming flowers, wealth and prosperity are the traditional feelings of the Chinese. The full moon in the golden autumn, the love is full of the world, the birds are singing, the flowers are fragrant, and the wealth is prosperous. The traditional oriental elements interpret the fashionable artistic style under the modern art technique. GODIVA 2021 Mid-Autumn Festival Limited Edition Chocolate Gift Box, the design sense of the entire series of gift boxes can not only reflect the joy and foreign style of the Western New Year, but also reflect the limited added value of the Chinese Mid-Autumn Festival.
Wufang Bamboo Green, the design element adopts Wufangzhai's "Secrets of Zongzi Skills" as the content, the main body of the box is made of environmentally friendly sugarcane as the raw material, and the handle design concept comes from the interlaced art of Zongzi leaves wrapping, combined with the content of "Secrets of Zongzi Skills", with clear layers. Excessive packaging of festival food has always been criticized, and the problems of difficult degradation and difficult disposal of packaging waste after use have caused serious impacts on the ecological environment. For this reason, different from traditional festival food packaging, the main body of Wufang Bamboo Green Zongzi Gift Box uses natural plant-based sugarcane residue, does not contain plastic, and can be 100% degraded into carbon dioxide and water in the natural environment after use, without adding burden to the earth. At the same time, the humanized packaging, simple structural design, and diversified functional design also implement the 3R environmental protection concept, which is fresh and elegant and refreshing.
Guangzhou Restaurant is a catering brand with distinctive Cantonese characteristics, and it also has the two major imprints of "food culture" and "traditional festivals". However, the Mid-Autumn Festival is not only the Mid-Autumn Festival in Guangdong, but also the Mid-Autumn Festival that people all over the country attach great importance to. Therefore, the brand has proposed a business topic: how to radiate Cantonese food culture to more regions and different groups, especially to harvest young groups with huge consumption potential. In 2021, the joint gift box design of the two brands focused on visual presentation, splicing the text of Cantonese slang and replacing it with the night view viewing route of the city on the Pearl River night cruise. Simulate the scene of people taking a boat with relatives and friends to see the night view of the city, drink Coca-Cola, and eat delicious moon cakes during the Mid-Autumn Festival. According to the tour route, the illustrations present different night view pier signs with different degrees of full moon arc. The gift box is designed to be combined arbitrarily, and the packaging copy is reorganized, so that consumers can turn the gift box into a unique Mid-Autumn Festival gift that can be combined according to their own creativity, thereby stimulating consumers to buy more gift boxes to add more creative combinations, with social attributes, and satisfy consumers' desire to share.
2022 is the Chinese Lunar Year of the Tiger, and the product is designed with "tiger" and "New Year flavor" as the background. Adapting to the scene of holiday gift giving, the coffee drip ear is made into a gift box that combines traditional Chinese New Year characteristics with fashion trends. It conveys the contemporary youth life attitude of "The Year of the Tiger is here, and blessings are here, but you must not be "fooled" by life." The tiger head-shaped gift box design combines more trendy culture and lifestyle while using traditional Chinese cultural symbols. The lanyard handle structure is specially developed for easy hand-carrying. It is full of street sense and reduces the excessive packaging of the outer bag. The inner box drawer design can be used for daily storage after use. It can also be transformed into a night light or a portable lantern with the built-in LED light, following the environmentally friendly brand concept.
The Lantern Moon Project·Companion Moon Gift Box is composed of two middle tubes as the main storage structure, which are connected by a hinge structure. Half of a traditional paper lantern is stored between the two tubes, and the lantern will unfold as the two middle tubes rotate. Users can order one for their relatives and themselves. The concept of half a lantern is the sense of incompleteness caused by the separation from relatives, which corresponds to the full moon in the night sky. In an instant, you can enjoy the same moonlight with your relatives in the distance, even if you are separated by different places, you are eager to reunite. In terms of the visual theme of the gift box, the moon rabbit guarding the lantern is used, and the special paper with hot silver and meteorite marks is used to create a festive atmosphere. The overall style is mainly simple white to reflect the bright white moon on the night of the Mid-Autumn Festival in the East. In the gift box, you can add a set of corresponding lantern riddle cards to guess lantern riddles online with your relatives in the distance.
"Kaishanzhizong" is a homonym of "Kaishanzhizu". It implies the grand release and debut of new products. Through the Dragon Boat Festival gift, we will go on a journey of root-seeking of Song Dynasty aesthetics with users. At the same time, "Kaishanzhizong" also carries the concept of "Shanwaishan" brand "food as gift, delicious and health". Through the dimensions of seeing mountains, opening mountains, encountering mountains, searching for mountains and making mountains, it cleverly deconstructs the user experience flow of zongzi gift box to achieve the purpose of food gift, deliciousness and health. The whole process of opening the zongzi gift is full of cultural ritual sense, and it is also the glorious road that corporate customers pursue: opening thousands of mountains, innovating roads, and climbing to the top! After opening the "Kaishanzhizong" gift box, four "mountain-shaped zongzi" come into view. They are: Jinshan Zongzi, Yinshan Zongzi, Jiangshan Zongzi, Qingshan Zongzi, and a "blind box mountain". These four "mountain-shaped zongzi" have their own mountain appearances. That is: open the golden mountain to gather wealth; open the silver mountain to increase happiness; open the Jiangshan to consolidate career; open the Qingshan to build friendship. And in the "Kaishan Zong" gift box, there is a mountain-shaped bottle opener hidden, named: Mountain Opener (Blind Mountain Box), which integrates function and culture, meaning: open beauty, open health, open happiness.
The brand rethinks the significance of nuts in people's diet and life, and puts forward the concept of tree foodism - "tree food" is the origin of human life, has a long history of consumption, gathers the nutritional essence of natural trees, and is one of the healthy lifestyles inherited from ancient times. Therefore, this tree foodism daily nut gift box was designed - the shape of a tree stump full of green charm, with four small trees growing upward inside, each of which is composed of three green and transparent small nut cans. At the same time, the small nut can can also become the bottom of the sharing tray, so that nuts can be shared, making sharing more ritualistic. Whether in daily life or high-end business scenarios, this gift box can show the meaning behind tree food to a greater extent. It is hoped that in this way, people can explore the growth secrets of nuts in the packaging story and further appreciate the importance of nuts themselves in life.
This gift box combines the architectural characteristics of Suzhou gardens based on the regional attributes of tea, and attempts to show the depth and richness of Chinese gardens and the design beauty of "winning by scenery, scenery varies from garden to garden, and seeing the big from the small" through packaging. At the same time, the timeless image of Suzhou Pingtan in the packaging picture attempts to use figurative language to transfer feelings, so that people's vision, hearing, and touch communicate with each other. The core architectural features of Suzhou gardens: through scale transformation, layer coordination, and small-to-big, less-to-more techniques, pavilions, platforms, towers, pavilions, springs, stones, flowers, and trees are integrated together. The gift box uses a special structure to reproduce this feature. Combine multiple layers of components printed with individual architectural elements of Suzhou gardens and open them in a linked manner. When consumers slowly open the gift box, the layers of components slowly stretch to form a depth of field effect, and warm lights are turned on. Consumers can observe a melodious Pingtan picture full of details in the depths of the garden courtyard from the side moon door, and seem to hear the soft singing of Wu Nong dialect, which is profound and interesting.
Different times and regions create different aesthetic feelings. From traditional New Year themes to IP joint names to the current popular interactive experience, metaverse and other concepts, to some extent, the development of gift boxes also reflects the development of the trend of the times. Compared with daily packaging, the design of gift box packaging is like a fixed-topic composition. How to dig deeper themes and present products in a more creative and interesting way is a test for designers and an opportunity to shine.
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