Interview about Pastry Gift Box, winner of the A' Packaging Design Award 2019
Mr. Qiao is a pastry brand of Yu Yuan. The brand is aiming to spread and generate a good word of mouth of the scenery spot and Shanghai city. The inspiration of the design comes from the historical architecture of Shanghai, represents the unique culture. The creative design absorbed the quintessence of the architecture which could be a symbolic image of old-Shanghai style, blended with the modern style. It makes the gift package attracted the tourists to purchase as local specialty.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsTranslating the essence of Shikumen architecture into the contemporary packaging concept for the Pastry Gift Box was a process rooted in cultural respect and creative adaptation. Shikumen, known for its elegant stone gates and intricate facades, embodies a unique blend of traditional Chinese and Western architectural influences, symbolizing the historical and cultural identity of Shanghai.To capture this essence, I carefully studied the distinct elements of Shikumen, such as the arched doorways, decorative motifs, and the balance of solidity and sophistication. These details were then reimagined and incorporated into the design through modern, minimalist line work and a refined color palette that maintains a sense of luxury and nostalgia. By integrating these architectural features, I aimed to create a visual narrative that invites consumers to experience the rich heritage of Shanghai while presenting it in a format that resonates with contemporary aesthetics.This fusion of tradition and modernity not only connects with local consumers who value cultural heritage but also appeals to international audiences who appreciate a touch of history presented in an innovative manner. Winning the Silver A' Design Award affirmed that this approach successfully bridged the past and present in a way that was both visually compelling and meaningful.
The inspiration for the celadon green color palette and golden phoenix tree leaf patterns came from a desire to capture the essence of old Shanghai and celebrate its rich cultural heritage. Celadon green is a color that has deep historical and cultural significance in China, often associated with traditional ceramics and artistry that convey elegance and timeless beauty. This shade not only evokes a sense of sophistication but also connects to the classic craftsmanship that has been a part of Shanghai’s identity for generations.The golden phoenix tree leaf patterns were inspired by the plane trees (phoenix trees) that famously line the streets of Shanghai. These trees are a symbol of the city and are often associated with memories of old Shanghai, where their golden leaves marked the changing seasons and brought natural beauty to the urban landscape. Including these leaf patterns in the design was a way to evoke nostalgia and pay homage to the enduring spirit of Shanghai, signifying growth, resilience, and prosperity.By combining these specific aesthetic choices, the design seeks to bridge the past with the present. The blend of celadon green and gold creates a visually captivating contrast that underscores the balance between tradition and modern luxury. These elements were chosen to resonate with local consumers who hold a deep connection to their cultural roots, while also appealing to an international audience that appreciates the story and artistry behind the design. This approach enabled the packaging to act not just as a container for pastries but as a keepsake that embodies the spirit and history of old Shanghai in a modern, refined form.
My research at Yu Garden was pivotal in shaping the development of the Pastry Gift Box, particularly when it came to striking a balance between authentic local elements and the expectations of international tourists. Yu Garden, with its intricate architecture, lush gardens, and vibrant history, provided an immersive experience into the heart of traditional Shanghai culture. This setting inspired me to create a design that not only reflects the rich heritage of the city but also connects with a wider audience through universal themes of beauty and elegance.The detailed observation of the garden's architectural motifs, such as the classic Shikumen-style gates and ornamental details, directly influenced the visual elements of the packaging. I incorporated these elements in a way that celebrates their historical significance while presenting them in a contemporary format. The challenge was to ensure that these local features were not lost in translation when introduced to international tourists. To achieve this, I simplified the complex architectural patterns into clean, modern lines and combined them with a fresh, celadon green palette that speaks to the elegance of old Shanghai but remains visually appealing and recognizable globally.International tourists often seek a piece of local culture that is both authentic and accessible. The packaging design, with its subtle yet striking golden phoenix tree leaf patterns and celadon background, acts as a visual bridge that invites them to explore the essence of Shanghai without overwhelming them with excessive cultural symbolism. The inclusion of these elements offers a taste of local tradition while maintaining a level of modern sophistication that resonates across different cultures.In essence, my research at Yu Garden informed a design approach that is deeply rooted in local heritage, yet adaptable enough to appeal to a global audience. The result is a gift box that serves as both a tribute to Shanghai’s historical elegance and an attractive keepsake for visitors who wish to take a piece of the city’s charm home with them.
The hollowed-out gate design in the Pastry Gift Box was a key structural innovation that emerged from the desire to create a unique unboxing experience while incorporating symbolic elements deeply connected to Shanghai's cultural identity. The creative process began with an exploration of how to incorporate the essence of Shikumen architecture—the iconic stone gate that has come to symbolize old Shanghai—into the design in a way that was both visually compelling and interactive.I envisioned the gate as more than just a decorative feature; it needed to have functionality and symbolic depth. The idea of hollowing out the gate came from the concept of inviting the consumer to step into the world of Shanghai's cultural heritage, much like passing through a traditional Shikumen gate leads one into the courtyards and stories of the past. This opening subtly reveals the brand logo, creating a moment of discovery that mirrors the experience of exploring the historic lanes of the city.The structural innovation was also influenced by the need for the packaging to stand out while retaining its elegance. The cut-out design not only serves as a unique focal point but also emphasizes the craftsmanship and attention to detail that defines the product inside. It represents a blend of openness and mystery, inviting consumers to look deeper and connect with the cultural narrative being told through the design.Symbolically, the gate design represents a bridge between the past and the present, welcoming both local customers and international tourists to appreciate Shanghai's rich history in a modern context. By framing the brand logo within this traditional architectural element, I wanted to convey the message that the brand itself is a guardian of cultural heritage while embracing modern innovation.Overall, this structural choice was about creating an engaging and meaningful experience for the consumer. It elevates the act of unboxing into a moment of connection with the city’s traditions, while showcasing the brand as a purveyor of refined, culturally rooted products.
Creating a design for the Pastry Gift Box that would stand out in a market saturated with traditional food packaging while maintaining cultural authenticity was indeed a challenge that required a thoughtful and innovative approach. The key was to strike a delicate balance between honoring the rich cultural heritage of Shanghai and introducing a fresh, modern aesthetic that would capture the attention of both local and international consumers.The first step was in-depth market research, analyzing the existing designs within the traditional food packaging sector. I observed that many packages relied heavily on complex, ornate details or conventional representations of Chinese motifs. To differentiate the Pastry Gift Box, I aimed to simplify and modernize these elements without losing their cultural essence. This approach allowed me to create a design that felt unique, contemporary, and unmistakably tied to its roots.The use of celadon green as the primary color was a conscious choice, as it evokes the elegance of traditional Chinese ceramics while giving the packaging a clean, modern appeal. The golden phoenix tree leaf patterns added a touch of luxury and subtle symbolism, connecting to Shanghai’s landscape and history. These elements worked together to create a design that felt both familiar and new, embodying the spirit of Shanghai in a sophisticated manner.The structural feature of the hollowed-out gate was another way to stand out from the competition. While most traditional food packaging tends to be static and purely decorative, incorporating an interactive element that revealed the brand logo brought a sense of novelty and engagement to the product. This not only enhanced the unboxing experience but also symbolized a journey into Shanghai’s heritage, resonating with consumers on an emotional level.Maintaining cultural authenticity was paramount throughout the process. Each design choice—from the Shikumen-inspired architectural motifs to the phoenix tree leaves—was carefully considered to ensure it reflected the city's heritage and the story of Yu Garden. The modern interpretation of these elements, with refined lines and balanced visuals, allowed the packaging to appeal to contemporary tastes while preserving its connection to the past.In the end, the combination of minimalist elegance, meaningful symbolism, and structural innovation helped the Pastry Gift Box stand out in a crowded market. It achieved this by offering a design that was not only aesthetically pleasing but also rich in cultural depth, inviting consumers to appreciate Shanghai’s legacy in a modern context.
The dimensional specifications of the Pastry Gift Box (250mm x 250mm x 32mm) were meticulously chosen to strike a balance between visual appeal, functionality, and user convenience. These precise measurements were influenced by multiple considerations, each aimed at enhancing the overall user experience and aligning with the cultural and practical goals of the design.First and foremost, the dimensions were designed to create a sense of proportion and harmony that reflects the elegance of traditional Shanghai architecture, particularly the Shikumen style that inspired the packaging. The 250mm x 250mm square shape was selected for its symmetry, which is both visually pleasing and symbolically significant in Chinese culture, representing balance and unity. This shape provides a canvas that allows the intricate patterns, such as the golden phoenix tree leaves and architectural motifs, to be showcased without feeling cluttered or overwhelming.The depth of 32mm was chosen with functionality in mind. This measurement is sufficient to securely hold the individually wrapped pastries, providing a snug fit that ensures they are well-protected during transport while maintaining the overall slim profile of the box. This slim design adds an element of elegance, making the box easy to handle and transport, ideal for gifting and carrying as a memento from Shanghai. It reflects a modern practicality that aligns with the needs of both local consumers and international tourists who appreciate compact, beautifully designed souvenirs.Additionally, these dimensions were carefully calculated to support the unique structural feature of the hollowed-out gate. The size of the gate and the spacing within the 250mm x 250mm frame were optimized to create a visually balanced layout that reveals the brand logo effectively while maintaining structural integrity. This interactive element enhances the unboxing experience by providing a moment of discovery that is both engaging and meaningful, inviting the user to connect with the story of Shanghai.Overall, the chosen dimensions contribute to a packaging design that feels premium without being excessive. They make the Pastry Gift Box not only a beautiful showcase of traditional and modern design elements but also a practical, user-friendly product that fits comfortably in a range of contexts—whether displayed on a shelf or gifted as a token of Shanghai’s culture. This combination of visual appeal, practicality, and cultural resonance ensures the packaging stands out and leaves a lasting impression.
The combination of the Chinese seal-inspired logo and the Western pastry presentation in the Pastry Gift Box was a deliberate design choice that embodies my vision of modern Shanghai’s unique cultural dynamics. Shanghai is a city known for its cosmopolitan spirit and its ability to seamlessly blend Eastern traditions with Western influences. This duality has been a defining characteristic of the city for over a century, making it a melting pot where diverse cultures coalesce to create something distinctively new.The Chinese seal-inspired logo reflects the city’s deep-rooted cultural heritage and history. Traditionally, seals in China carry significant meaning, symbolizing authenticity, identity, and legacy. By incorporating this element, I aimed to anchor the packaging in the essence of Chinese tradition, giving a nod to the city’s past and the authenticity of its cultural narrative. The seal-inspired design acts as a stamp of quality and heritage, conveying that the product is not just a modern creation but one that is steeped in cultural significance.On the other hand, the presentation of Western-style pastries reflects Shanghai’s openness to global influences and its evolution into a modern, world-class city. The city has a long history of integrating Western culture, from its architecture to its culinary offerings. Presenting Western pastries in a traditionally inspired gift box symbolizes this fusion, where old meets new and East meets West. This aspect of the design was intended to resonate with both local and international consumers, capturing the essence of a city that thrives on diversity and adaptation.This combination of elements represents my vision of modern Shanghai as a place where tradition is cherished but innovation and external influences are embraced. It tells a story of a city that respects its cultural roots while simultaneously looking forward and integrating new ideas. The packaging, therefore, becomes a reflection of Shanghai’s identity—an urban landscape where one can experience the harmony of Eastern and Western aesthetics, creating a new, unified experience that is both elegant and meaningful.By combining these elements in the Pastry Gift Box, the design speaks to the cultural dynamism of Shanghai. It honors the city’s heritage with the Chinese seal-inspired logo while showcasing its global sophistication through the Western pastry presentation. This blend creates a product that not only delights the eye and palate but also represents the evolving story of a city that continues to inspire and captivate with its seamless fusion of tradition and modernity.
The collaboration between Japanese and Chinese team members played a significant role in shaping the final design of the Pastry Gift Box, bringing together a diverse blend of perspectives that enriched the creative process. This international collaboration influenced the design by combining different cultural aesthetics, design philosophies, and attention to detail, resulting in a product that resonates with a broad audience while staying true to its cultural roots.From the Japanese side, there was a strong emphasis on simplicity, precision, and minimalism, qualities that are hallmarks of Japanese design. This approach influenced the clean lines, balanced proportions, and refined details in the packaging. The philosophy of “less is more” guided decisions to ensure the design retained a sense of elegance without being visually overwhelming. The meticulous attention to every element, from color choices to layout, reflected this principle and contributed to a sophisticated aesthetic that appeals universally.The Chinese team members brought a deep understanding of cultural symbolism, local traditions, and consumer expectations. Their input ensured that the design elements accurately represented Shanghai’s heritage and resonated with the target market. The use of the Chinese seal-inspired logo, the integration of Shikumen architectural motifs, and the inclusion of the golden phoenix tree leaf patterns were influenced by their knowledge of cultural icons and significance. These elements anchored the packaging in local tradition and authenticity, allowing it to tell a compelling story that is deeply meaningful to Chinese consumers.This cross-cultural collaboration fostered a design that balanced traditional and contemporary influences. The Japanese perspective emphasized harmony, subtlety, and a modern touch, while the Chinese perspective brought a rich layer of cultural context and heritage. For example, the choice of the celadon green palette, a nod to traditional Chinese ceramics, was enhanced by the Japanese team's input on how to modernize it through complementary elements and a simplified aesthetic.Working with an international team also allowed for a broader understanding of consumer tastes and trends, helping to create a design that could bridge cultural gaps. The final result was a packaging solution that celebrates Shanghai’s cultural identity with modern elegance and appeals not only to local consumers but also to an international audience that values thoughtful, cross-cultural design.Overall, the fusion of Japanese minimalism and attention to detail with Chinese cultural depth and symbolism created a design that embodies the spirit of modern Shanghai—a city defined by its harmonious blend of tradition and global influence. This collaborative process ensured that the Pastry Gift Box would not only look visually striking but also carry a story that resonates across borders, making it a meaningful and memorable product.
Since its 2019 Silver A' Design Award win, the Pastry Gift Box has significantly contributed to Yu Yuan's mission of spreading Shanghai's cultural heritage through design. The packaging's market success is a testament to its ability to engage consumers and evoke a deep appreciation for the city's unique cultural narrative. This success is rooted in the design's thoughtful blend of traditional Shanghai elements with modern aesthetics, which has allowed it to serve as a powerful vehicle for cultural storytelling.The Pastry Gift Box’s design, inspired by the iconic Shikumen architecture and infused with symbolic elements such as the celadon green color palette and golden phoenix tree leaf patterns, has brought a fresh and engaging perspective to cultural preservation. These design elements resonate with local consumers by evoking a sense of pride and nostalgia, while also captivating international tourists who seek an authentic yet contemporary representation of Shanghai's heritage. This dual appeal has broadened Yu Yuan's reach, allowing it to share Shanghai’s rich traditions with a wider, global audience.The interactive hollowed-out gate feature, revealing the brand logo, has further enhanced the user experience and deepened the emotional connection with consumers. This structural element symbolizes a gateway to the past, inviting people to explore and appreciate the stories and beauty of old Shanghai. Such an approach not only makes the packaging more memorable but also creates a tangible link between the consumer and the city's history.The Pastry Gift Box has effectively positioned Yu Yuan as a brand that values cultural heritage while embracing modern innovation. It has helped elevate the perception of traditional food products from merely consumables to cherished cultural artifacts that carry the essence of Shanghai. By creating a design that stands out in a competitive market and appeals to both local and international audiences, the Pastry Gift Box has reinforced Yu Yuan’s reputation as a custodian of Shanghai's legacy.Furthermore, the market success of the packaging has inspired other brands and designers to adopt a similar approach, using design as a means of cultural expression and preservation. This has contributed to a larger movement within the design community that appreciates the importance of integrating cultural heritage into contemporary products.In summary, the Pastry Gift Box’s success has played a crucial role in helping Yu Yuan achieve its goal of spreading Shanghai’s cultural heritage through design. It has served as a beacon for the blending of tradition and modernity, proving that thoughtfully crafted packaging can be more than just functional—it can be a storytelling medium that preserves and celebrates the culture it represents.
During the development of the Pastry Gift Box, several unexpected discoveries and insights emerged that have significantly influenced my subsequent approach to cultural fusion in packaging design. One of the most profound realizations was the importance of finding the perfect balance between cultural symbolism and universal design appeal. While my initial focus was on ensuring cultural authenticity, I discovered that simplifying and modernizing traditional elements allowed them to resonate more deeply with a broader audience without diluting their essence.An unexpected insight was how small, thoughtful details could create an emotional impact that extends beyond aesthetics. The incorporation of the hollowed-out gate design, for instance, was originally intended as a unique structural feature to reveal the brand logo. However, through consumer feedback and observing the reactions of people interacting with the box, I realized that this feature evoked a sense of curiosity and nostalgia, inviting them to explore the story behind the packaging. This interactive aspect added an emotional layer to the unboxing experience and taught me that engaging the consumer's senses can elevate a design from mere packaging to an immersive journey.Another surprising discovery was the versatility and adaptability of certain cultural motifs when combined with a minimalist approach. The celadon green color, traditionally tied to Chinese ceramics, became a bridge between the past and present when paired with modern, clean lines and subtle gold accents. This taught me that preserving the essence of a cultural element does not always mean reproducing it exactly as it is but rather reimagining it in a way that honors its heritage while making it accessible and appealing to modern sensibilities.Collaboration between the Japanese and Chinese teams also brought unexpected insights into how cross-cultural perspectives can enrich a design. The Japanese emphasis on subtlety, precision, and balance complemented the deep cultural understanding of the Chinese team, showing me the power of collaborative synergy in crafting designs that speak to multiple layers of cultural identity. This collaboration revealed that integrating diverse perspectives can result in a design that is both globally appealing and locally meaningful.Finally, the project reinforced the importance of storytelling in packaging design. The combination of visual, tactile, and symbolic elements created a narrative that allowed consumers to connect with the product on a personal level. This has influenced my subsequent designs by emphasizing that each element of packaging should contribute to a cohesive story that not only reflects cultural heritage but also engages and captivates the audience.These discoveries have inspired me to approach future projects with a mindset that values cultural respect, innovation, and storytelling. I now seek to create designs that not only celebrate heritage but also invite exploration and connection, blending tradition with contemporary elements to create meaningful experiences for consumers.
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