Voucher & Packaging Design

About The Entry

This design embodies the profound cultural significance of Xinghua. It comprises seven treasured pieces, each depicting an iconic cultural landmark of the water town, encapsulating millennia-old regional scenery and historical culture within a compact canvas.

Embracing neo-Chinese aesthetics, the creation features blooming peonies to exude the majestic elegance of a prosperous era, with a gilded Chinese mitten crab positioned at the heart of the composition. Meanwhile, layered auspicious clouds and lush flowers frame the scene, seamlessly blending the gentleness of Jiangnan water towns with the refinement of traditional Eastern style. The clean water that nurtures the plump crab and the ancient architecture that cradles hometown memories unite in a visual language, harmoniously intertwining the local specialty with urban historic sites.

With the crab as the medium and the city as the soul, this paper-based design carries a deep love for the homeland. Xinghua was born from water, whose rivers, lakes, ancient lanes, and traditional pavilions form the very backdrop of its local life—where the crab is a precious gift and the landmarks are the enduring imprints of time. Moving beyond mere decoration, the design fuses the local specialty with urban culture. It allows the millennia-old culture of the water town to coexist with the fresh, authentic lake delicacy, gently narrating Xinghua’s unique vitality and its rich cultural legacy. Through ingenious contemporary design techniques, this work offers a novel Eastern interpretation of the water town’s cultural heritage.