Juncheng Qian
丰喜连年
​Feng Xi Lian Nian
June 2019 - July 2019
This traditional Chinese wedding gift box collection is a side project I worked on in China, commissioned by Zhang Cui Feng food company.
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I re-imagined the traditional gift boxes with more modern elements, and designed a collection that not only was aesthetically pleasing, but also felt rich and loving.
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A modern twist
Background
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During traditional Chinese weddings, the bride and groom will give out gift boxes to the guests to thank their blessings. Young Chinese couples consider gift boxes a good mean of showing generosity, and social status.
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The content inside a gift boxes varies, but typically it includes candy (sweet love), Chinese dates (fertility), fermented fruits (happiness) and other traditional Chinese desserts with good messages behind it.
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As the influence of western wedding grows in China, more and more Chinese couples start to favor "European style" gift boxes that include chocolates, champagne and other "untraditional" gifts. In order to capture this growing market, I was tasked by Zhang Cui Feng, a traditional Chinese sweetmeat and dessert company, to create modern gift boxes that are true to its Chinese origin.
