煌上煌
酱鸭礼盒设计

ART DIRECTOR: 王双龙
DESIGNER: 王双龙/张友
ILLUSTRATOR: 郑佳曼
3D RENDERER: YOAN
YEAR: 2024.10
CLIENT: 江西煌上煌集团

The whole duck in sauce gift box is strategically upgraded on the original basis. The new packaging must not only highlight the slogan (Jiangxi food business card, Jiangxi hand-torn duck in sauce) but also meet the attribute requirements of regional souvenirs. Speaking of Jiangxi culture and tourism, Tengwang Pavilion is indispensable. As one of the three famous buildings in Jiangnan, Tengwang Pavilion is definitely a dazzling business card of Jiangxi. Based on the texture defects of corrugated paper boxes, we added the design of special-shaped waist seals on the basis of cost control. The roof appearance features of Tengwang Pavilion are extracted and designed into gift box handles. At the same time, the hollow Tengwang Pavilion echoes the illustrations of Jiangxi cultural and tourism scenes, increasing the visual layering and touch texture of the product. Use culture and creativity to reshape an exclusive gift box for Huang Shanghuang.

煌上煌是中国知名的上市食品企业,也是江西省省内的食品领域的龙头标杆。2024年提出重回江西战略,从品牌策略到产品更新,全方位立体化的巩固江西市场。集团确定下来的策略口号是:“江西美食名片,江西手撕酱鸭。”将核心产品与区域与文化重新捆绑,建立起全新的消费者心智。

整只酱鸭装礼盒在原有的基础上进行策略性的升级,新的包装既要彰显口号(江西美食名片,江西手撕酱鸭),又要满足区域性伴手礼的属性要求。讲江西文旅,绕不开滕王阁,作为江南三大名楼之一的滕王阁,绝对是江西的一张耀眼名片。基于瓦楞纸盒的质感缺陷,我们在成本可控的基础上增加了异形腰封的设计。提取滕王阁的屋顶外型特征,设计成礼盒提手,同时镂空的滕王阁与江西文旅名景插图交相呼应,增加产品的视觉层次感和触摸质感。用文化与创意去重塑一款煌上煌的专属礼盒。

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