Fuhu Sheng Feng – Wanglai Mountain Pineapple Pastry New Year Gift Box Packaging Design for the Year 2022.
The packaging design combines the imagery of the Year of the Tiger and the brand’s pineapple products, fully embodying the festive spirit of the Tiger Year.The outer sleeve of the box is themed around rural pineapple fields, showcasing the simplicity, steadfastness, and local sentiment. It portrays the hard work and mutual support of everyone, working together for a sweet harvest.
The warm tones of red, orange, and yellow are not only symbolic of the Lunar New Year but also represent warmth, friendliness, and human touch. We hope that every customer who receives the Wanglai Mountain gift box can be touched by this warmth.The structural layout design also holds a sense of mystery. The gift box is covered by the sleeve, which subtly reveals an animal’s tail behind the mountain. When the sleeve is opened, a delightful surprise awaits as it turns out to be a funnyl interaction between a tiger and the Wanglai cat enjoying the pineapple pastry. This echoes the title “Fuhu Sheng Feng” (Tiger Brings Good Fortune and Phoenix), cleverly connecting the overall concept of the gift box packaging design.
Wanglai Mountain is located in Minxiong Township, Chiayi, situated between the subtropical and tropical climates. Within its 700 hectares of land, every pineapple is nurtured. The soil, presenting a weak acidic red color, provides the optimal growing environment for pineapples, producing sweet and juicy fruits. In order to providing consumers with fresh and delicious products, the brand’s slogan “One pineapple can only make four pineapple pastries” reflects the commitment to present each pineapple pastry with ultimate perfection.
Pineapple Hill is located in Minxiong Township, Chiayi, sandwiched between subtropical and tropical climates. Every pineapple is bred in a 700 hectares piece of land. Because the red soil present is slightly acidic, it serves as an ideal growing environment for pineapples. The pineapples grown there are sweet and juicy. The brand slogan “No more than four cakes per pineapple” conveys the brand’s commitment to freshness and quality in every cake.
The 2019 Mid-Autumn Festival Gift Box design is centered around the concept “Today we gather under the moonlight.” The design features Chang’e as the protagonist, and together with the brand’s mascot cat, they play the roles of Houyi, Jade Rabbit, and Wu Kang in the Mid-Autumn Festival story. In the design, Chang’e wraps her arms around the full moon, symbolizing the festival’s custom of joyous gathering under the starlight.
In terms of colors, one set of the sleeves uses a royal blue representing the starry skies, while the other uses a pastel orange to represent the warmth in gathering. Both designs also utilize yellow to represent pineapple in tandem with other bright fresh colors. Furthermore, with a combination of pastel colors, the overall visual gives off a vibrant yet comfortable feel, conveying a blissful, energic atmosphere.
The logo and the moon are gold and silver foil-stamped into the packaging to enhance the visual presentation. Inside there is a layer of semi-transparent tracing paper, showing vaguely the delicious pineapple cakes within. These small design details embellish the overall gift box design, so that no matter if it is a gift or just for personal use, one can feel the brand’s attention to visual detail.
The 2020 Spring Festival Gift Box design is based on the concept of “Spring and Prosperity”, centering around the Chinese letter “旺”. Using the concept of Spring Festival couplets, the packaging design integrates New Year festive elements, such as firecrackers, the rat caricature representing the year of the rat and pineapples. Overall, the design uses only one Chinese character in combination with complementary graphics to maintain a clean layout yet preserving just enough white space to display a sense of elegance and ultimately conveying the feeling of blessing in the gift.