The inspiration for this design came from the popularity of film and television programs and tourist attractions based on traditional culture. Yanhui Zhang stumbled upon an ancient painting in the Palace Museum that depicted the grand scene of the ancient royal celebration of the Dragon Boat Festival. This discovery sparked the idea that traditional culture and art should be understood and loved by more people, becoming a common part of daily life rather than confined to museums.
What sets this snack gift box apart is its unique portrayal of the Dragon Boat Festival. The use of traditional folk crafts and woodcut prints transports us back in time, evoking the festive atmosphere of the ancient royal celebration. The intricate details and vibrant colors showcase the artistic beauty of Chinese folk crafts, while reminding us of the strong sense of love and inheritance of Chinese traditional festival culture.
The Dragon Boat Festival gift box is meticulously crafted using industrial platemaking techniques. The surface is adorned with sky blue cloth, creating an elegant and refined appearance. Golden lines outline the details of the picture, adding a touch of luxury. At the center of the box, a golden three-dimensional metal plate is applied on special paper, reflecting the attributes of high-end quality and cultural significance.
Opening the gift box reveals a delightful surprise. Exquisite scrolls depicting ancient royal celebrations of the festival are presented on two sides, immersing the recipient in a vivid festival experience. Inside, six long boxes are placed on the upper and lower layers, which can be combined into a whole scroll or presented separately. As each long box is pulled out and unfolded, it resembles a dragon boat ready to set sail, enhancing the interactive and promotional aspects of the design.
The Dragon Boat Festival snack gift box was launched in Wuhan, China, in January 2020, and completed in May 2020. It went on sale in China in June 2020, captivating the hearts of those who appreciate the beauty of traditional culture and art.
This remarkable design has garnered recognition in the design community, receiving the Bronze A' Design Award in the Packaging Design category in 2023. This prestigious accolade is bestowed upon outstanding and creatively ingenious designs that authenticate experience and resourcefulness. The Dragon Boat Festival snack gift box exemplifies strong technical and creative skills, contributing to the improvement of quality of life and making the world a better place.
Project Designers: Pufine Creative
Image Credits: Li An
Project Team Members: Creative Director: Zhang Yanhui Designer: Duan li Illustration：Li An Technical director: Zhou Xiaoli
Project Name: Dragon Boat Festival
Project Client: Pufine Creative