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悟形VDG/山丘熊猫纸包装设计

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山丘是四川凤生纸业旗下一个全新的生活用纸高端品牌(其母公司-四川凤生纸业现在每年达到十几亿人民币的产值)。产品选用了当地特有的慈竹(Neosinocalamus affinis)作为造纸的原材料,以环保与共生作为品牌的核心理念。造纸所用的竹子均来自四川当地没有外出打工的农户收割,没有使用机器大规模砍伐,这样以来既保障了当地农户的稳定收入,又可以保证当地生态平衡。

山丘品牌寄希望以通过环保共生的品牌概念打造一款既时尚又能引起共鸣话题的生活用纸,从而打动那些时刻关注环保,注重生活品质的国内一、二线城市年轻消费者。
整体设计理念是以全黑系的美学观念颠覆人们对国内传统纸巾包装设计的认知。从产品源头出发创想,以大熊猫为主体的纸雕创作,呼吁人们保护濒危动物。

The “ Hill Side Brand” is a new high-end brand of tissue paper and it is a subsidiary of Sichuan Fengsheng paper industry. (The the parent company of “Hill Side Brand” — Sichuan Fengsheng Paper Industry can output value of 400 to 500 million yuan every year.)
It uses special local bamboo(Neosinocalamus Affinis Bamboo) as raw material for papermaking with the environmental protection and symbiosis as the core concept of the brand. The bamboo used in the paper making comes from the local farmers in Sichuan to harvest without using machines for large-scale logging so that it can ensure the stable income of local farmers and the regional ecological balance.

The “Hill Side Brand” hopes that through the brand which can make a concept of symbiosis of environmental protection. And it creates a lifestyle paper that is both stylish and resonant, which can cause the young consumers in first and second-tier cities in China who always pay attention to environmental protection and the life quality have more interests on it.
The brand uses the black aesthetic concept of packaging which subverts the people's understanding of the traditional packaging design of the paper.

CLIENT: Fengsheng Group
CREATIVE DIECTOR: He Zhihua/Mori Zou
DESIGNER: He Zhihua/Mori Zou/Zhang Chenjing/Tan Chao
YEAR: 2017

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作品信息

  • 创作时间

    2018/03/22

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