Revolutionizing Juice Packaging: Leng Chen's "Hou Juice"

Unveiling the Unique Design and Inspiration Behind the Award-Winning Packaging

Chinese designer Leng Chen, in collaboration with Design Director Li Yin and Illustrator Anna Rudak, has created a unique and engaging packaging design for Hou Juice. The design draws inspiration from the iconic symbol of its parent brand, Pagoda fruit - the monkey. The team customized the theme story according to the characteristics of each fruit juice, presenting the natural pattern creative style through the form of illustration. This approach effectively interprets the concept of nature and freshness of the fruit juice brand.

What sets Hou Juice apart is its connection to Pagoda, China's largest fruit industry chain enterprise. The naming strategy endorses Pagoda, relating not only to the symbol of the Pagoda monkey but also to the pronunciation of 'good Juice' in Cantonese. This product strives to convey the core value of Pagoda, both in manufacturing technology and packaging.

The packaging realization technology is another unique aspect of Hou Juice. The pearlescent film plastic bottle is made using frosting and spot color printing technology. The technical specifications of the design are a diameter of 45mm and a height of 165mm.

The design interaction of Hou Juice is rooted in the evolving beverage market where safe and healthy fruit juice is the consumer's first choice. The brand inherits the concept of health, natural, and high-quality from its parent brand Pagoda, creating a unique brand image. The creative style of returning to nature and vitality with rich illustrations makes it deeply rooted in people's hearts.

The design project started on March 20, 2018, and was completed on May 28, 2018, in Shenzhen. The design research focused on the urban middle class with health needs as the core audience. The design challenges involved overcoming consumer questioning about the source of fruit. The team undertook the mission of art direction, believing that through innovative visual creativity and brand strategy, they could meet consumers' demand for high-quality fruit juice and give consumers a more reliable sense of brand trust.

The design notes reveal that the main icon of Pagoda Fruit is a Dancing Monkey, often deified in Chinese traditional culture. Leng Chen wanted to create a monkey figure that is not common in China. The design idea was to deliver a happy & fun feeling in the product, resulting in the final design - a group of monkeys dancing in a jungle party.

The design was awarded the Golden A' Packaging Design Award in 2020. The Golden A' Design Award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.