Hou Juice

Drink Packaging for PAGODA

Pagoda Fruit Co., Ltd. is one the largest fruit retailer in China. The main icon of Pagoda Fruit is a Dancing Monkey. Because monkey is very often deified in Chinese traditional culture, the figure is use in many occasions. When Leng Chen design this series of drinks, Leng Chen want to create a monkey figure that is not that common in China. Leng Chen contacted his Polish artist friend - Anna to cooperate in this project. The design idea was to deliver happy & fun feeling in the product, and that is what Leng Chen presented in the final design, a group of monkeys dancing in a jungle party.

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Hou Juice by Leng Chen

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Drink Packaging by Leng Chen

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Leng Chen Hou Juice

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Leng Chen Drink Packaging

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Hou Juice Drink Packaging Press Releases

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Unique Properties

Pagoda is China's largest fruit production.trade, retail as one of the fruit industry chain enterprises.Its recently- lauched brand HOU Juice focuses on providing fresh juice. so HOU juice endorses Pagoda in naming strategy, which is not only related to the symbol of Pagoda monkey.but also similar to the pronunciation of good Juice in cantonese.This product strives to convey the core value of Pagoda, both in manufacturing technology and packaging.

Tags

juice, packaging, branding, drink, beverages，

Production Technology

The plastic bottle is made of pearlescent film with frosting and spot color printing technology.

Design Challenge

The biggest obstacle to the launch of fruit juice is consumer Questioning the source of fruit.Our team undertakes the mission of art direction.With Pagoda as quality guarantee, we believe that through innovative visual creativity and brand strategy, from nice packaging to tastes good, we can meet consumers' demand for high-quality fruit juice and give consumers a more reliable sense of brand trust.

Project Duration

The project started on March 20,2018 and completed on May 28,2018.The design was completed in Shenzhen.

Operation Flow

Nowadays, the beverage market is constantly developing, and safe and healthy fruit juice beverage is the first choice of consumers.Good fruit Juice comes from good fruit. HOU Juice inherits the concept of healthy,natural and high quality of its parent brand Pagoda from brand naming and overall visual expression,and creates a unique brand image.The creative style of returning to nature and vitality with rich illustrations makes it deeply rooted in people's heart.

Research

The urban middle class with health needs is our core audience.They pay more attention to the quality of life and the feeling of packaging.therefore this product not only focues on the design of it's own craft but also focuses on the design of its own craft, but also focuses on the inheritance of culture.The monkey.is not only the super symbol of the Pagoda brand but also one of the Chinese zodiac signs which has been regarded as a symbol of auspiciousness and vitality since ancient times.so we decided to use this element to show originality and enhance the brand's cultural identity.

Inspiration

We believe that visual recognition and art direction can give consumers a more reliable sense of brand trust, and create a juice brand with a sense of trust and recognition in China.Monkey.the iconic symbol of it's parent brand Pagoda fruit, customizes the theme story according to the characteristics of each fruit juice, and presents the natural to one pattern creative style through the form of illustration, which better interprets the concept of nature and freshness of fruit juice brand.

Image Credits

Image #1: designer Leng Chen, Variations, 2019. Image #2: designer Yin Li, Variations, 2019. Image #3: designer Yin Li, Variations, 2019. Image #4: designer Leng Chen, Variations, 2019. Image #5: designer Leng Chen, Variations, 2019.

Project Overview

Hou Juice Drink Packaging has been a Golden winner in the Packaging Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

Leng Chen was recognized with the coveted Golden A' Design Award in 2020, a testament to excellence of their work Hou Juice Drink Packaging.

Leng Chen Press Releases

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HOU Juice: A Refreshing Blend of Art and Nature in Drink Packaging

Award-winning designer Leng Chen unveils the innovative HOU Juice, a fresh take on drink packaging, blending art and nature to create a unique brand image. Crafted with the inspiration of Pagoda fruit, the design embodies trust, recognition, and the essence of nature, delivering a healthy and high-quality beverage experience for consumers.

Leng Chen Newsroom

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