The Dragon Boat Festival, the Spring Festival, the Ching Ming Festival, and the Mid-Autumn Festival are known as Chinese four traditional festivals. And the Dragon Boat Festival has the most names among all traditional festivals in China, such as: May Festival, Summer Festival. It’s also called Rice Dumpling Festival according to customs. The ideas of the main visual graphic for this gift pack also come from one of the name: “DUAN WU”. Different from the colorful presentation of gift boxes in daily life, we were trying to think about how to balance the simplicity and modernity on this gift box with traditional festival atmosphere. The Chinese word “DUAN” means holding something, and the word “WU” means number five, so we drew a hand holding a plate with a number five floating on it in line and half-tone monochrome illustration, which could directly means “DUAN WU”. We follow the visual logic and clue and complete the rest of this gift pack’s typography design and more illustrations for the stuff inside. For the overall production, we use the common grey cardboard and special color printing to balance the modernity and tradition. And the echo of this gift pack shows on the plate printed with a number five on it, which was placed on the bottom of the gift pack. When it is taken out, it may make people smile in heart.
Location : Shenzhen, China
Project : The Dragon Boat Festival Gift Pack