"Serendipity"
Chinese Calligraphy Gift Set
Trend Research • Adobe Illustratior • Laser Cut • Graphic Design
Project Brief:
To create an engaging gift set packaging.
TRENDS
Gifting
Gifting Trend 2023/2024
"In a world of ‘peak stuff’, consumers are looking for meaningful gifts. The future gifts will invite their recipients to learn, enjoy and unpack emotions." --- Stylus
Designing with Ancient Philosophies
Chinese Trend 2023
"Brands in China are exploring ancient wisdom and traditional culture through a modern lens, with contemporary, playful and humorous designs that appeal to younger consumers." --- WGSN
CHINESE CALLIGRAPHY TOOLS
BRUSH
used for writing calligraphy
INK STONE
smooth stone surface for grinding the ink stick
INK STICK
solid ink block used for grinding ink with water
BRUSH HOLDER
container for water and resting the brush
Serendipity 墨缘 combines traditional Chinese elements with a modern design language. It aims to appeal to enthusiasts and learners alike, providing a visually captivating and culturally rich experience to embark on their calligraphy journey.
KEY VALUES
Elegant
Traditional
Contemporary
Peaceful
Calligraphic
TARGET AUDIENCE
General Analysis
20+ years old
Interested in Chinese culture
Calligraphy enthusiasts and learners
Curated collectible buyers
Persona - Wang
AGE: 23
OCCUPATION: Graduate Student
LOCATION: South Pasadena, CA
INTERESTS: Reading, Collecting Chinese Objects, Hotpots, Calligraphy
PAIN POINTS:
1- It is hard for Wang to find exquisite gift sets to showcase Chinese culture for her friends.
2- Wang struggles to find gift packaging that evokes a sense of authenticity and cultural connection.
RETAIL ENVIRONMENT
Museum Gift Stores
Asian Lifestyle Stores
Chinese calligraphy gift sets will be sold at museum gift stores to reflect the museum's commitment to artistic excellence and cultural heritage.
Chinese calligraphy gift sets will be sold at Asian lifestyle stores, which offer customers authentic, meaningful, and culturally significant products.
Online Stores
Chinese calligraphy gift sets will be sold on all those stores’ official websites.
POSITIONING MATRIX
Elegant
Unrefined
Low
Cultural Fidelity
High
Cultural Fidelity
My Brand
FORM DESIGN
PACKAGING IDEATION
I measured the overall space the calligraphic tools take, and come up with some compositions.
IDEATION SKETCH
MOCKUP
GRAPHICS DESIGN
NAMING & LOGOTYPE
Creating a culturally rich gift set packaging, I would like to choose a Chinese name with a sense of mystery that beautifully translates into English.
CHINESE
墨
缘
雾
烟雨
赴约
ENGLISH
Ink
Serendipity
Mist
Misty Rain
Rendezvous
(calligraphy created by me)
BRING MY CALLIGRAPHY INTO ADOBE ILLUSTRATOR:
PDP DESIGN
I tried to apply different Chinese elements into the PDP design, like ink drops, landscape paintings, bamboos and traditional window patterns.
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FINE-TUNING PROCESS
PDP:
EXPANDED:
PROTOTYPE:
LOCK-UP REFINEMENT:
FINAL DESIGN
BOX WARP - OUTSIDE
BOX WARP - INSIDE
INSTRUCTION
FABRICATION
DIELINES
BOX
INSERT
BOX WRAP DIELINES WITH BLEED
SPECIFICATION
MATERIALS
PRINTING
BOX:
Eska single-ply chipboard
100% recycled
790GSM
BOX WRAP & INSTRUCTION:
Neenah Classic Crest
Recycled 100 bright white
80T (box wrap)
24W (instruction)
Smooth finish
INSERT:
Neenah Classic Crest
Aubergine
12.5pt
Eggshell finish
Offset lithography
Single-sided Spot inks:
Hexa Chrome BlackU, 269U, 3517U
FINISHING
Soft touch AQ coating all over
Emboss the brand name on PDP
Spot UV coating on patterns
OTHER
Metal medallion
Silver + pale purple
Elastic cords
Red
