TAK CHEONG CHINESE NEW YEAR GIFT BOX

在春季起始的新年
讓祝福能隨之而至
專案簡介
德昌海味是一間澳門老字號的海味舖,開業於 1988 年,專營中藥參茸海味與提供中醫藥診療服務。品牌於近年更新標誌,希望以舊帶新傳承業務,保有原本精神並以現代語彙重塑形象。喜迎逢四閏年,德昌海味策劃於 2020 年春節推出限量禮盒,以全新形象詮釋新東方美學的精緻與澎湃。澳門是珠江三角洲的貿易中轉據點,同時也是亞洲地區的文化匯聚樞紐,在多元文化洗滌下對創新想法保持兼容並蓄的態度。德昌海味以這款年節禮盒革新過去傳產形象,為品牌翻開庚子鼠年的全新章節。
Background
Founded in 1988, TAK CHEONG is a time-honored brand in Macao, trading dried seafood and providing traditional Chinese medicine diagnosis services. TAK CHEONG has rebranded its logo in recent years, striving to inherit the business from ancestor meanwhile retain the original spirit and reshape the image with modern visual language. To celebrate 2020 Chinese New Year, the brand planned to launch a limited-edition gift box, to express the exquisite and gorgeous beauty of the new Oriental aesthetic. Macau is a transit hub among Pearl River Delta and also the cultural convergence in Asia. The people in this special administrative region maintain a comprehensive attitude towards innovative ideas in the context of multiculturalism. TAK CHEONG revolutionizes its previous traditional impression through this New Year gift box, opening a brand new chapter in the Year of the Metal Rat.
設計方案
「春至福臨」是這款禮盒設計的起心動念:期許由春季起始的新年,祝福能隨之而至。以現代簡練設計暗藏東方文字元素,朱紅盒身印上金色圖騰應景春節的歡愉。包裝為一體成型的楞紙摺盒結構,除了刀模具有重複使用的實用性外,也大幅度降低耗材成本。禮盒正面金墨處以「春」與「福」的字框做漸變設計,在層迭的線段帶出聚合意象,象徵年節歲首、回家過年的幸福團圓時光。
Design
"Spring comes with blessing." is the core concept of this packaging design. With modern and concise design concealing oriental text elements, the vermilion box is printed with golden totems to reflect the pleasure of the Lunar New Year Festival. The paper structure of this corrugated box is integrated. In addition to the reusability of the die-cut mold, this formation also greatly reduces the cost of extra waste. The golden ink on the front box is designed with a gradient of "Spring" and "Blessing" font outline, bringing out the converging meaning in the layered lines, symbolizing the happy reunion atmosphere of the Chinese New Year.
  • Client
    德昌海味
    TAK CHEONG
  • Services
    Packaging Design
  • Year
    2019
  • Art Director
    Leo Huang
  • Designers
    Fran Dai
  • Copywriting
    Vivia Wang
  • Typeface
    Americana Std
    Helvetica
    翔鶴黑體
    思源宋體