The design concept of Xianyan draws inspiration from the swiftlet, a bird highly respected in Chinese culture. By deconstructing and fusing simple, natural, and abstract elements, the packaging presents an oriental classical aesthetic with a touch of modern design art. The main pattern is concentrated, while the surrounding areas are intentionally left blank, creating a visually striking composition.
One of the standout features of Xianyan is its two-layer structure. The first layer is designed as an envelope with a hollowed-out outline of a swallow. This hollow design allows glimpses of the second layer, which features a colorful arrangement of blocks that form a swallow shape. The combination of the two layers creates a unique texture and a virtual and real design effect, setting Xianyan apart from similar projects.
The packaging material used for Xianyan is special paper, which is not only environmentally friendly but also reusable. The hollowing and bronzing processes, along with the two-layer structure, enhance the visual experience and add a touch of creativity and quality. The logo is interpreted using a three-dimensional metal plate, adding a luxurious element to the design.
Measuring at a width of 28cm, depth of 28cm, and height of 8cm for the envelope, and a width of 27.4cm, depth of 28cm, and height of 7.4cm for the inner box, Xianyan is designed to be both functional and visually appealing.
The interaction with Xianyan is intuitive and user-friendly. The packaging adopts a pull-out opening method, with the first layer serving as an envelope and the second layer as the inner box. The inner box is equipped with a handle rope, making it easy to extract from the bottom of the envelope. The opening method of the inner box is a flip type, adding an element of surprise to the unboxing experience.
The Xianyan project started in Shenzhen in April 2021 and was completed in April 2022. Throughout the design process, extensive research and analysis were conducted on similar packaging in the market. The goal was to break through traditional structures and create a design that not only meets the target group's usage experience but also visually stimulates their imagination and associations.
One of the main challenges in creating Xianyan was ensuring the precise alignment of the hollow edge of the envelope's first layer with the pattern on the inner box's second layer. This alignment had to be achieved without affecting the bronzing part on the envelope. Through meticulous adjustments and careful printing sample debugging, the design team successfully achieved a perfect state.
The Xianyan packaging design by Wei Sun is a testament to the designer's creativity, attention to detail, and ability to seamlessly blend traditional and modern elements. Its unique combination of oriental aesthetics and modern design art makes it a standout in the world of high-end gift packaging. Xianyan was awarded the Iron A' Design Award in 2023, recognizing its well-designed, practical, and innovative qualities that meet professional and industrial requirements.
Project Designers: Wei Sun
Image Credits: Image #1-#5 Designer,Wei Sun,2021 3D modeling renderer,Mingran Wu,2021 3D modeling renderer,Jiaying Zheng，2021
Project Team Members: Wei Sun
Project Name: Xianyan
Project Client: Wei Sun