Project Overview
In a collaborative exploration of the inherent charm and sustainable value of Chinese cultural crafts, the Design Team created a series of Pepsi cans in partnership with China’s authoritative news media People's Daily.
Organisation
Project Brief
Promoting the three traditional Chinese cultural crafts of the Hunan province, we reimagined the long-standing and representative conventional craft products of the Hunan Miao minority nationality.
Project Innovation/Need
The mass medium of visual communication through package design and utilizing new media platforms allowed us to empower traditional culture in innovative ways. In creating these fresh designs, we aimed to do our part to assist with the inheritance, dissemination, and development of Chinese traditional art, culture, and crafts.
Design Challenge
In creating these fresh designs, we aimed to do our part to assist with the inheritance, dissemination, and development of Chinese traditional art, culture, and crafts.
Effectiveness
The mass medium of visual communication through package design and utilizing new media platforms allowed us to empower traditional culture in innovative ways.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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