2021 ZhuanZhuan New Year Gift Box Package Design

Design process draft

01

BACKGROUND

Every important holiday, the company will customize gift boxes and bobbleheads for the employees of ZhuanZhuan Group, which has slowly formed a company tradition for each employee.

The New Year gift box will be given to the staffs and partners of ZhuanZhuan Group as a New Year gift. On one hand, we hope to give our employees a wonderful, sincere, caring and expectation at the end of the year. On the other hand, as a medium, this gift box will be distributed to our partners, through which we hope to convey the culture and brand impressions of ZhuanZhuan Group. At the same time, as a New Year's gift box, it also carries the expectations and outlook of the staffs for the new year.

Beer packaging

Red packet packaging

Dolls packaging

02

GIFT BOX THEME

The year 2020 is a year with special significance. On the one hand, the spread of the epidemic has brought impact to everyone's working life in every aspect, on the other hand, in this special environment, the brand-new ZhuanZhuan Group integrated and worked together to overcome difficulties and accomplished many performance breakthroughs.

What theme is suitable for the New Year gift box in 2021 Year of the Ox? This was the first challenge we faced. On the one hand, it had to fit the New Year theme, with elements of the Chinese zodiac for the Year of the Ox. On the other hand, it needed to better fit the company's theme, carrying the struggles and achievements of ZhuanZhuan Group in 2020, and looking forward to 2021.

Finally, we took the harmonious sound and positioned it in the four words of “Niu Zhuan Qian Kun". The word is a metaphor for fundamentally changing the whole situation. At the social level, it is the common expectation of almost everyone to get rid of the epidemic and change the situation. From the company level, "Turning the tide" also represents the employees' expectations for ZhuanZhuan Group, hoping that the merged ZhuanZhuan Group can change the second-hand transaction pattern and jointly realize the great vision of becoming the most trusted idle trading platform in the world.

03

CONTENT ELEMENTS

The company's beautiful vision needs to be created by every employee, and the entrepreneurial spirit is the soul and driving force that supports us to overcome difficulties and pursue our vision.

The content of this gift box is based on the theme of "Vikings", the toughest sea warriors. Vikings, with their natural adventurous nature and spirit of exploration, are the most elite maritime pioneers! Armed with bread, beer and meat, they fought on the sea and marched into the unknown, living bravely under extremely difficult conditions. So do the employees of ZhuanZhuan Group! Face the challenges, turn the tide, and create new horizons! The theme of the overall gift box is "Vikings", and on the occasion of Chinese New Year, we give everyone a Viking Warrior Energy Pack.

Viking element refinement

Viking Element Derivation

Viking Elements Application

04

PROBLEMS AND SOLUTIONS

A.Sustainable thinking

Gift box packaging is generally more delicate, packaging costs are also relatively high, usually a delicate gift box packaging takes up 1/3 of the total cost, and the packaging 2 times use is difficult, almost open it will be discarded, resulting in a great waste.

So from the 2020 annual gift box, we were thinking how to compress the packaging cost (the packaging cost of last year's gift box was only 1/6 of the total cost) and try to spend more budget on the gift itself. 2020 mid-autumn gift box, we thought about how to make the packaging can be used twice, so we tried to make the packaging into a shelf.

In 2021, we thought about how to make the outer packaging into the gift itself in order to make the secondary use of the packaging higher? After 6 intensive outer packaging theme discussions and heated debates, we finally decided to accept the risks and uncontrollable factors, abandoned the conventional outer packaging box form, and made the outer packaging of the gift box into a backpack.

This way the gift is taken out, the packaging of this backpack will not be thrown away, and at the same time as the outer packaging of the backpack, it is already not only the outer packaging, it also becomes a gift. At the same time, in the backpack material selected washed kraft paper, on the one hand, from a practical point of view, it is tough and wear-resistant, dirt-resistant, wash-resistant, easy to reuse. On the other hand, it is a low-carbon environmental protection material, biodegradable and recyclable.

B.Cost Control

Being in the start-up stage, the cost control is especially strict for the turnaround group. Compared with other holiday gift boxes, the variety of gifts has increased and the cost of the outer packaging has increased (because of the secondary use consideration, it is also a big gift), but the budget has not changed, how to complete the design and production within the limited budget has become our biggest challenge to complete this project.

In the middle and late stages of production, because of the budget problem, the design and administrative students were negotiating with suppliers precisely to $1, and constantly weighing which accessories and processes to remove that could be produced within the budget.

Gift Box List

C.Impact of the epidemic

When the New Year gift boxes were about to be distributed to the employees in 10 days, we were informed that due to a confirmed case near the backpack printing factory, the factory was closed along with a large amount of packaging, and all the materials that had already been produced were destroyed, so all the backpacks needed to be reprinted and made. Our partner, the administrative student, searched for another factory as quickly as possible to discuss the process and production solution that could be achieved within the working period.