The meaning of the brand is a stop for people to go through when falling in love. It is a wedding gift brand that aims to promote the traditional Chinese Wedding while also encouraging the younger generation to know more about these customs.
In a traditional Chinese wedding, people will follow six etiquettes which refer to six steps from the proposal to the wedding. These customs have been passed down from Zhou Dynasty till now. Betrothal Gift is one of the important steps because it signifies the promise of the groom’s family to the bride’s family. My project is to modernize these large arrays of wedding gifts while also letting the younger generation appreciate and carry on this important and meaningful traditional ritual. Long Feng Jia Li has two main packaging which are betrothal gifts and returning gifts. The bride’s family will return half of the gifts and also some other items to thank the groom’s family. Each packaging will have a poster that introduces the six steps of Chinese wedding. It will also provide 12 gifts with fortune meaning. The first layer includes some expensive items such as jewelry, wine, vouchers, and a red envelope for dowry. The second layer is full of food such as jujube, peanut, longan, lotus seed, dried lily, candy, food can, wedding pastries, and noodles. The last layer consists of items for worshiping god which are a pair of candles, incense, and firecrackers. AR experience is provided to let the audience know the meaning and purpose of each gift.
- Agency/Creative: Tan Hui Wen
- Article Title: Long Feng Jia Li Wedding Gift Brand and Packaging Design Concept
- Organisation/Entity: Student
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Malaysia
- Agency/Creative City: Muar
- Market Region: Asia
- Project Deliverables: Art Direction, Design, Drawing, Graphic Design
- Format: Box, Tray
- Substrate: Glass, Plastic, Pulp Board
- Industry: Retail
- Keywords: packaging design, Chinese weddding gifts, Betrothal Gifts & Returning Gifts
Lecturer: Evan Yan