Reviving Shanghai's Magic: The Pastry Gift Box by Fudesign

Blending Tradition and Innovation in Packaging Design

The year 1800, often referred to as the 'Magic period' in Shanghai, was a time of cultural and artistic blossoming. This era, marked by the fusion of French and traditional Chinese architectural styles, has served as the inspiration for Fudesign's Pastry Gift Box. The design team, led by Creative Director Kazuo Fukushima and Art Director Haruka Takeuchi, has successfully absorbed the quintessence of that age and brought it into the present.

The Pastry Gift Box is a project for Mr. Qiao, a pastry brand owned by the operating company of Yu Yuan, a famous historical scenery spot in Shanghai. The design team has ingeniously blended the western-style pastry with old-Shanghai style, using the image of Shikumen, the traditional Shanghai architecture. The result is a differentiated design in a market often filled with outdated designs.

The design's unique properties lie in its successful combination of Chinese and Western styles. The logo, shaped like a Chinese seal, suggests that Mr. Qiao is a made-in-China brand of western-style pastry. The packaging box, square with Chinese style, uses the simplest lines to represent Shikumen. The gate is hollowed-out in the middle to show the logo, which carries symbolic meaning. The main color of the package is celadon green, representing old Shanghai.

The design process involved extensive fieldwork at Yu Garden and analysis of the client’s existing products and competitors. The target group was identified as tourists visiting Yu Garden. The product was positioned as 'Modern Nostalgic Shanghai', appealing not only to Shanghai local brands and domestic brands but also international brands.

The Pastry Gift Box project started in November 2018 in Shanghai and was completed in January 2019. It faced the creative challenge of reflecting the charm of traditional Shanghai while ensuring a brand-new and unique packaging style. The design's success is evident in its recognition by the A' Packaging Design Award in 2019, where it was awarded Silver, a testament to its outstanding expertise and innovation.

In conclusion, Fudesign's Pastry Gift Box is a testament to the power of design in bridging the past and the present. It not only serves as a symbol of Shanghai's unique culture but also as a beacon of modern design innovation. The design's success lies in its ability to attract tourists to purchase it as a local specialty, thereby spreading Shanghai culture around the world.