CHEESE & ART Chinese New Year gift box packaging design

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YILI Group is China's largest, the world's top eight dairy industry enterprises.

2016 at the end of the year, we are honored to succeed under the YILI Group's new brand "CHEESE&ART" gift box packaging design projects. This cooperation in a very short period of time (2 weeks), through repeated communication, and ultimately we designed a customer satisfaction packaging and help customers successfully made market sales.

2016的年末，我们很荣幸成功的接下了伊利集团旗下的新品牌“酪艺”的礼盒包装设计项目。这次的合作在非常紧张的时间里（2周内），通过多次的沟通，最终我们设计出了客户满意的包装并协助客户成功制作面市销售。

YILI's product demand is to create cheese culture, want to combine brand and food culture.

"CHEESE&ART" is a new product of YILI, is a main cheese snacks, and strive to build cheese consumption culture. But also the first domestic flagship cheese snack products. So that the cheese can be better integrated into life.

酪艺是伊利旗下的新品，是一款主打奶酪零食，努力打造奶酪食用文化。也是国内首款主打的奶酪零食产品。让奶酪能更好的融入生活。

The customer wants to convey the meaning of the cheese culture, like the Chinese food culture, let the cheese into a concept can be integrated into life. In the design want to emphasize is to reflect the brand characteristics, while the concept of integration into the Chinese year, so that the two achieve a balanced expression.

客户给我们传达的意思是想强调奶酪文化，就像是中国饮食文化一样，让奶酪成为一种能融入生活的理念。在设计上想要强调的是体现品牌特性，同时能融入中国年的概念，使两者达到一个均衡的体现。

First saw this product of small packaging and positioning of the time, we found this one positioning young leisure products. The product brand is called cheese, and its difference from YILI's parent brand is that it emphasizes personality and culture, and at this point we collect a large number of cheese products, study their form and presentation. Brand packaging in the original consumer orientation may be partial fashion fashionable, but for the main gift set, in addition to personality, the more a sense of quality. Can be sent as an annual gift, at the consumer level on the application of a wider number of some.

首先看到这款产品的小包装和定位的时候，我们发现这一款定位年轻休闲的产品。产品品牌叫酪艺，它与伊利的母品牌的不同在于，它强调的是个性和文化，在这一点上我们收集了大量的奶酪产品，研究他们的形式以及呈现方式。在品牌原包装的消费者定位上可能是偏时尚年轻化，但对于这次主打的礼盒套装来说，除了个性之外，更多了一种品质感。可作为年度礼品相送，在消费者层级上应用性就更广了一些。

Will be different shapes of different sizes of cheese differentiated into different arc triangle, large and small arrangement, each with a different filling method to increase the visual design above, logo is one of these triangular graphics inside, but too Stressed, but also can make the whole more interesting gift box.

将不同形状不同大小的奶酪异化成不同的弧形三角，大大小小龊落排布，每一个采用不同的填充手法，增加视觉上面的设计感，logo也是这些三角图形里面的其中一个，不过分强调，也可以让整体更有礼盒的趣味性。

In the box on the use of a circular arrangement on the arrangement, but also a symbol of the cycle, from beginning to end, the end of the year is the beginning of the new year, while the theme of the Spring Festival.

在盒内排布上采用一种循环摆放的形式，也象征着循环，由始而终，一年的结束也是新一年的的开始，同时点到春节的主题。

The design of the biggest bright spot is the logo for a high degree of application, the design sense of the dominant form, to abandon some of the traditional packaging on some of the text plate information. All the abstract graphics instead of the gift box in the process of using a sense of concavity, in the absence of color differences in the case, only through the convex and concave light to form a visual effect of the pattern.

这次设计的最大亮点在于对logo进行高度延展应用，设计形式感占主导，摒弃了一些传统包装上该有的一些文字板式信息。全部已抽象图形代替，在礼盒的工艺上采用了凹凸感，在没有颜色差异的情况下，仅通过凹凸反光形成可视觉化的图案效果。