Cosmos Datong

Brand Design for Beijing Jiaotong University

The design team combed through the historical lineage of the ancient city of Datong, and through four sets of thematic illustrations showed the historical features of the city in different periods, which were eventually applied to the product packaging design and derivative materials. The combination of local folk style illustrations and oriental aesthetics of new Chinese style, blended with the traditional color palette of Shanxi shadow art, creates a strong impression of Datong.

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Cosmos Datong by Beijing Jiaotong University

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Brand Design by Beijing Jiaotong University

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Beijing Jiaotong University Cosmos Datong

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Beijing Jiaotong University Brand Design

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Beijing Jiaotong UniversityBrand Logo

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Unique Properties

The design team combed through the historical lineage of the ancient city of Datong, and through four sets of thematic illustrations showed the historical features of the city in different periods, which were eventually applied to the product packaging design and derivative materials. The combination of local folk style illustrations and oriental aesthetics of new Chinese style, blended with the traditional color palette of Shanxi shadow art, creates a strong impression of Datong.

Tags

local characteristics, traditional innovation, shadow puppetry culture, folk style illustrations, new chinese style，oriental aesthetics, brand design, packaging

Production Technology

GREAT HARMONY OF DATONG is a high-end food packaging box consisting of three small packaging boxes. The outer packaging box is made of environmentally friendly cardboard and high-quality paper material, with a smooth UV coating on the surface and good waterproof performance. The gift box text adopts hot stamping technology, and the edges adopt die-cutting technology to maintain the hardness and durability of the packaging box.

Design Challenge

The biggest challenge in this design project is how to infuse the rich traditional culture with new vitality, allowing it to create new visual effects. Enable consumers to feel the profound cultural heritage of the ancient city while savoring the delicious pastries.

Project Duration

The project started in January 2023, was completed in April. At present, the product has been marketed in food stores and gift shops in Shanxi, China in August 2023.

Operation Flow

This product is sold in both online and offline food stores and gift shops. This is a local pastry gift box with traditional characteristics of Shanxi, China, suitable for Chinese people to give as gifts to family and friends on festivals or festive occasions.

Research

Type: Brand Design Research Goal: Design a unique pastry packaging with Shanxi folk culture in China Method: Determine the design style through field investigation, on-site investigation, literature review, data analysis, brand planning, and other methods. This project mainly uses PS and AI software commonly used in graphic design for creation. Result: The project ultimately identified the brand of GREAT HARMONY OF DATONG, combining the packaging of Shanxi style pastries with traditional shadow puppetry style illustrations, presenting a packaging design with folk customs and new Chinese style. Effect/Impact: The packaging has been marketed in the Datong Cultural Tourism Scenic Area in Shanxi Province,which has achieved a good social evaluation, received wide media attention and effectively improved the visibility of Datong Ancient City. The successful launch of this pastry gift box not only showcases the perfect combination of local characteristics and traditional culture, but also provides a novel brand experience for the consumer group.

Inspiration

"COSMOS DATONG" is a local pastry brand of the ancient city of Datong, and “Datong” symbolizing the Chinese people's enduring pursuit of peace. The main objective of this design is to elevate the product's value and propagate Datong's culture through thoughtful design. As a business card of local culture and tourism, "COSMOS DATONG" is close to the product and lets consumers intuitively feel the glorious history, bringing them a rich visual experience and a deep emotional connection.

Image Credits

This work is all original images not copyrighted.

Project Overview

Cosmos Datong Brand Design has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Beijing Jiaotong University was recognized with the coveted Silver A' Design Award in 2024, a testament to excellence of their work Cosmos Datong Brand Design.

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