Colorful Zhangzhou

Brand Product Packaging for Yangchao Wu

This design fuses regional cultural DNA into a unified visual language, anchoring the narcissus blossom as its urban emblem. The comprehensive system encompasses a modular identity toolkit, gift packaging, and digital touchpoints, all unified through a culturally resonant red tonal scheme. The gourmet gift collections function as edible ambassadors, merging bold geometric patterns with archival botanical motifs to transform traditional pastry boxes into interactive storytellers of Minnan culinary legacy. This sensory driven approach elevates product unboxing into a multisensory journey.

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Colorful Zhangzhou by Yangchao Wu

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Brand Product Packaging by Yangchao Wu

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Yangchao Wu Colorful Zhangzhou

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Yangchao Wu Brand Product Packaging

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Unique Properties

The Zhangzhou Municipal People's Government takes the lead in and oversees Colorful Zhangzhou, a state-owned city brand that is run by Zhangzhou Culture and Tourism and Health Group, a significant state-owned organization in Zhangzhou. It is one of just two complete categories of city name trademarks that the State Trademark Administration of China has approved.

Tags

Brand identity, Cultural integration, Visual identity system (VIS), Gift packaging, Sustainable packaging, Minimalism, Deconstructive design, Creative themes, Cultural heritage, User experience

Production Technology

The design team develops a series of corresponding themes for different usage scenarios, so that each design is not detached from the brand's own tone and full of unique theatrical tension. The design of this case utilizes innovative packaging structures to provide safer transportation protection while increasing the use of sustainable materials, which will be an important development trend that emphasizes both environmental awareness and commercial needs.

Design Challenge

This type of regional specialty with a relatively large range needs to be quickly captured by consumers by entering the market, which endows it with representative and distinct IPs. It can quickly close the distance with consumers, and on the other hand, it can convey the unique culture of the region through the shaping of IPs. The design of this case conforms to the local cultural characteristics, conforms to contemporary aesthetics, allowing more people to understand the local cuisine culture.

Project Duration

The project started in March 1, 2023 in China and finished in July 7, 2023 in China.

Operation Flow

Collect information on Zhangzhou's history and culture, geographical features, traditional crafts, and local resources. Develop thematic design plans for different products such as mooncakes, tea, and souvenirs. Create packaging designs that blend local culture with modern aesthetics. Enhance emotional connections between the brand and consumers through storytelling and cultural activities, and promote the dissemination and recognition of local culinary culture.

Research

A simple design and pattern can convey the core essence of the brand and product, which will bring a better user experience and stronger brand influence. The deconstructive design concept is subverting traditional aesthetic norms and leading the innovation and transformation of packaging design. It breaks through inherent forms and inertia through innovative and unprecedented design techniques, exploring more creative design expressions, and bringing new possibilities to the brand and industry.

Inspiration

The planning and design of the project is divided into four sections: brand VIS, present, offline experience space, and online life service platform. Beginning with the distinctive temperament of the city, incorporates Zhangzhou history and culture, local customs, architectural style, and other pattern resources. In order to infuse the city with cultural originality, red and the daffodil are chosen as the primary brand theme. Our goal remains to help Zhangzhou achieve rural revitalization.

Image Credits

Main image is Image #1: Photographer Answer Culture, Colorful Zhangzhou, 2023. Optional Image #1: Photographer Answer Culture, Colorful Zhangzhou, 2023. Optional Image #2: Photographer Answer Culture, Colorful Zhangzhou, 2023. Optional Image #3: Photographer Answer Culture, Colorful Zhangzhou, 2023. Optional Image #4: Photographer Answer Culture, Colorful Zhangzhou, 2023.

Project Overview

Colorful Zhangzhou Brand Product Packaging has been a Silver winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Yangchao Wu was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Colorful Zhangzhou Brand Product Packaging.

Yangchao Wu Newsroom

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