Country
中国(China)
Official website
无
Company Introduction
“Song Y Song” (meaning “mountain beyond mountains” in Chinese) values tradition, quality and craftsmanship as its corporate culture. Backed by the technologies from the Chinese Academy of Agricultural Sciences, it strives to offer high-quality, eco-friendly food products. The production combines the “old” with the “new”: the life wisdom, food culture and processing methods of ancient Chinese thousands of years ago on the one hand, and modern technologies and new assortment of ingredients on the other. Song Y Song presents traditional Chinese food products in novel forms, as “tasty and healthy treats for festivals and special occasions”. The customers are comforted by the gifts of nature and an inner peace – the life philosophy of ancient Chinese in the Song Dynasty (960-1279 A.D.).
Images
Brand Name
Song Y Song
Designer Name
Kong Hongqiang,Liu Daxiong , Yin Peng, Li Linlin
Position of Designer
Designer
Client
NA
Target Group
Consumers, big customers
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 大客户团购 Group purchase by big customers
Positioning
大货 Mass Production
Design Story
In Chinese, “mountain-cutting” means anything pioneering, hence the name of the creative zongzi in our gift box. The launch of the new product is expected to through the Dragon Boat Festival ceremony, and users went to a song Dynasty aesthetic roots of the journey.Meanwhile, “Mountain-cutting Zongzi” also conveys the brand message of Song Y Song: to present traditional Chinese food products in novel forms, as “tasty and healthy treats for festivals and special occasions”. The five themes – “seeing the mountain,” “cutting the mountain,” “meeting the mountain,” “finding the mountain” and “building the mountain”, delineate every step of user experience. Opening the zongzi gift box is like a ritual and “cutting the mountain” bodes well for our corporate customers, meaning blazing a new trail toward success.
Highlights
Upon opening the gift box, one is greeted with four mountain-shaped zongzi, individually wrapped in pyramid boxes of four colors, namely “golden mountain,” “silver mountain,” “black mountain,” and “green mountain”. There is an additional mystery box called “mystery mountain”. The four mountain-shaped zongzi each speaks of good blessings: the gold one wealth, the silver one happiness, the black one successful career, and the green one harmony with your family and friends. The “mystery mountain” contains a mountain-shaped bottle opener that hopefully will open up a new world of wealth, health and happiness.
Market Performance
NA
Material
其他
Craft
On the front side of the gift box, the Chinese characters “开山之粽” (meaning the “mountain-cutting zongzi”, the name of the product) is debossed and hot stamped in white characters. The grace and taste echo the aesthetics of the Song Dynasty. At the bottom of the front side, die-cut patterns of mountains keep the packaging style consistent with what’s inside. Brand information can be found at both sides and hot stamped in silver. The pyramid boxes inside, resembling mountain shapes, are UV hot stamped in gold, silver, green and black to mark the four flavors of zongzi. Distinctive from other gift boxes for the Dragon Boat Festival, this one is a perfect illustration of elegance and style.
Does the design solve the problems that are common across the product category?
Conventional gift box packaging usually puts much emphasis on the Dragon Boat Festival but fails to connect it with the brand name or brand message. Alternatively, the “Mountain-cutting Zongzi” cleverly conjures up unique customer-product interaction by creating the five themes – “seeing the mountain,” “cutting the mountain,” “meeting the mountain,” “finding the mountain” and “building the mountain” — which are highly relevant with the brand culture. The mystery box hidden inside also injects creativity and surprise to the unboxing experience.
What functional designs of the work have enhanced the user experience?
1. Sustainability: The artistically-designed outer box is reusable and can be converted into storage bag. 2. Mystery box: The “mountain cutter” in the mystery box, which is a mountain-shaped bottle opener, creates an element of surprise and is expected to increase user stickiness. 3. Customization: The mountain-shaped zongzi boxes in four colors, just like Lego bricks, can be arranged in every possible combination by the consumers to create their own craftwork.
Did the design help increase the sales performance of the product?
The five themes, “seeing the mountain,” “cutting the mountain,” “meeting the mountain,” “finding the mountain” and “building the mountain”, ingeniously lay bare the defining features of the gift box. “Seeing the mountain” refers to key events such as project launch and product release. “Cutting the mountain” refers to events like unboxing, project start-up and planning to create a sense of occasion. “Meeting the mountain” means the way to distillate the brand philosophy to the customers. And “finding the mountain” means the surprise when opening the mystery box, which enhances the interactive experience of users. All these are helpful brand building strategies, and metaphorically, “building the mountain”.
Does the work consider sustainability (environmentally or commercially, or both)?
The “Mountain-Cutting” zongzi gift box, in the shape of a drawer adorned with hollowed out mountain patterns, is highly practical for storage.