Revolutionizing Packaging: Hao Xiang Ni's Heartfelt Design

How Tiger Pan's Unique Design Approach Transformed a Simple Red Date Package

When it comes to packaging, Tiger Pan's approach to Hao Xiang Ni, a popular Chinese red date brand, is more than just a design. It's a love letter. Inspired by the brand's name, which translates to "I miss you so much," Tiger Pan sought to encapsulate the essence of love and longing in the design. The pursuit of love, as timeless and classic as Descartes' philosophy, became the central theme of this design, aiming to foster a relationship of fondness between the product and its consumers.

The uniqueness of the design lies in its reinterpretation of the product. Tiger Pan redefined Hao Xiang Ni by exploiting Cardioid, a heart-like form inspired by a romantic story of Descartes and a Swiss princess. This heart-shape graph symbolizes that every single jujube represents a heart, infusing the package with elegance and romance. The poetry illustrations by Owen Gent further enhance the brand's tone, making it stand out in a market dominated by traditional red packaging.

The technical realization of the design involved the use of composite aluminum film for the package cover. This material choice ensures the package is waterproof, aiding in preservation. The primary technique used was spot-color printing, which further differentiated the product from its competitors. The dimensions of the package were meticulously considered, with the bag, box, and bottle designed to specific measurements to ensure optimal presentation and functionality.

The design process was not without its challenges. Initially, the team considered using aluminizing technology to achieve a light-reflecting and shiny look. However, upon realizing the environmental pollution it could cause, they decided against it, choosing environmental responsibility over aesthetic appeal. This decision underscores the team's commitment to sustainable design practices.

The Hao Xiang Ni design project, which ran from May to July 2017, was a collaborative effort. Tiger Pan led the design, with assistance from Qian Chi and illustrations by Owen Gent. The design was conceptualized in Shenzhen, proofed in Shanghai, and produced in Zhengzhou. The result was a unique imagery system that not only redefined the brand identity but also organized their product lines effectively.

This innovative approach to packaging design was recognized with a Silver A' Packaging Design Award in 2018. The award is a testament to the team's creative and professional excellence, their technical prowess, and their ability to evoke positive feelings and amazement through design. Hao Xiang Ni's packaging design is more than just a container for red dates; it's a symbol of love, a testament to innovative design, and a beacon of environmental responsibility.