Cantonese Teahouse Dragon Year Dragon Boat Festival Gift Box

About The Entry

1. Challenge

The Dragon Boat Festival, as an important traditional festival in China second only to the Spring Festival, has a custom where people give Zongzi (glutinous rice dumplings) to each other as gifts. The main challenge is how to help the brand (Cantonese-style teahouses) stand out during the Dragon Boat Festival in the Year of the Dragon in China, which features fierce commercial competition, by launching gift boxes with both festival value and brand influence.

2. Solution

We adopt the shape of traditional Chinese steamers. This is not only an iconic utensil for the main business of the brand (Cantonese-style teahouses mainly sell dim sum, and steamers are indispensable tools for making dim sum). Meanwhile, it also carries the wisdom of Chinese food culture. The Chinese character "蒸" (pronounced as "zheng" in Chinese and means "to steam" in English) symbolizes "rising steadily", representing continuous upward development, and it also implies the warmth and flavor of family.

We take the "dragon" as the main design element. As a mythical beast in traditional Chinese culture, the dragon boat with the image of the "dragon" is the core symbol of the Dragon Boat Festival activities. Combining the image of the "dragon" with the shape of the steamer symbolizes strength, wisdom and auspiciousness.

We choose a homophonic naming method. The gift box is named "Zhen Long Zong". In Chinese, the pronunciation of "Zhen Long" is the same as that of "steamers". Meanwhile, the Chinese character "真" (pronounced as "zhen" in Chinese) means genuine and sincere. The combined effect of the "Year of the Dragon" and the "Dragon Festival" makes the blessings contained in the gift box more meaningful.

We use red as the main color scheme. Paired with purple as a contrasting color, it highlights the brand information. Both red and purple symbolize festivity and good fortune in China, which makes the design more imbued with a festival atmosphere.