2024 Pioneer Award Prize
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Beijing Tongrentang Health Mooncake

by Shuihua LU

Project Description

Mooncakes are the quintessential food of the traditional Chinese Mid-Autumn Festival, with product packaging design rooted in the essence of Chinese traditional culture. The theme centers around the core elements of "Fu (Fortune), Lv (Greenery), Shou (Longevity), Xi (Happiness)", combined with auspicious animal imagery representing blessings. This design approach not only conforms to modern aesthetics but also embodies traditional cultural significance.
Four auspicious animal images form the overarching theme of the Tongrentang mooncake series. The dragon symbolizes wisdom, nobility, and auspiciousness; the deer represents happiness and longevity; the crane's graceful composure embodies noble character; the magpie, a familiar symbol, represents a bright future. The illustrations also incorporate traditional patterns such as water ripples and plum blossoms, giving the four animal images a unified visual style.
The product packaging design employs techniques such as gold stamping, UV printing, and embossing, seamlessly integrating with the illustrations of the four auspicious animals. Leveraging packaging production processes, the designs showcase the three-dimensional and layered aspects of the illustrations vividly. Upon release, the products have been well-received by consumers, embodying strong attributes of Chinese traditional culture and modern aesthetic style.

Shuihua LU

Chinese Academy of Arts MFA (Master of Fine Arts)， Specialization in Practice and Research of Intangible Cultural Heritage Protection， Intermediate Craft Artist Title in Visual Communication Design, Beijing， Recipient of the Newcomer Award for Design Career in China's 40 Years of Design， Member of the Central European International Design Culture Association (CEIDA)， National Committee Member of China Packaging Federation Design Committee (CDC)， Member of China Industrial Design Association (CIDA)， Personal Director of China Designers' Salon (CDS)， Featured Designer in the 10th Volume of "China Design Yearbook"， Recommended Designer in "Cool 300: China's Design Power".
A designer as well as a corporate brand manager, having entered the workforce in 2009, with fifteen years of experience in the field. Profoundly knowledgeable about the essence of traditional Chinese culture, responsible for the branding and design work of Beijing Tongrentang, a traditional Chinese medicine brand with over three hundred years of history. Specializes in creating new brand value for traditional cultural brands in the modern commercial society. With over a decade of experience in branding and packaging design in the medical and health fields, products designed for pharmaceutical and health enterprises have accumulated sales of over tens of billions of RMB since the commencement of the career. The design works have won numerous domestic and international design awards. Self-proclaimed as an innovator and leader in branding and packaging design in the field of medicine and health.
Award Records: 2015 China Star Design Award - Silver Award (1 piece), 2015 China Star Design Award - Excellence Award (2 pieces), 2015 17th National Design "Master Award" - Excellence Award (1 piece), 2015 11th "Beijing Gift Tourism Commodity Competition" - Creative Theme Excellence Award (1 piece), 2015 12th "Beijing Gift Tourism Commodity Competition" - Creative Theme Excellence Award (1 piece), 2015 "Packaging Star" 2015 - Bronze Award (1 piece), 2015 12th China Star Design Award and China Packaging Design Award (1 piece), 2015 12th China Star Design Award and China Packaging Design Award - Excellence Award (2 pieces), 2015 12th China Star Design Award and China Packaging Design Award - Finalist (2 pieces), 2015 12th China Star Design Award and China Packaging Design Award - Nomination Award (1 piece), 2016 "China Design Yearbook" Volume 10 - Included Works, 2019 "Cool 300: China's Creative Power" - Included Works, 2023 China Packaging Star Design Award, 2022 Selected Exhibition at Seoul Design Week, South Korea, 2023 China's 40 Years of Design Commendation Ceremony: Newcomer Award in Design Career, 2023 Selected Exhibition for China-Korea Design Exchange 30th Anniversary Cultural and Art Activities, 2023 IDA International Design Award, USA - Bronze Award, 2023 China Star Design Award - Silver Award / Excellence Award, 2023 International Golden Creativity Chinese Design Award - Silver Award / Bronze Award / Excellence Award 2023 International Golden Square Cup Design Award - Excellence Award / Finalist, 2023 Asia Pacific Visual Arts Exchange Exhibition - Selected, 2023 Asian Young Talent Award - Platinum Award / Silver Award / Asia Bronze Award / New Star Award, 2023 Hong Kong Contemporary Art Award - Gold Award / Silver Award, 2023 Hong Kong Digital Art Design Competition - First Prize / Second Prize / Third Prize / Excellence Award, 2023 Cannes Goldstein International Design Award - Silver Award / Nomination Award, 2023 London China Arts Exchange Exhibition - Silver Award / Bronze Award, 2023 New Concept Design Art Award China Finals - First Prize / Second Prize / Third Prize / Honorable Mention, 2023 Bauhaus Award International Design Competition - Bauhaus Award (Highest Award) / Silver Award / Excellence Award, 2023 New Concept Design Art Award Global Finals - First Prize / Second Prize / Third Prize. Patent Achievements: "CN202030300139.4 - Packaging Box", "CN202030300127.1 - Packaging Box", "CN202030300138.X - Packaging Box", "CN202030300791.6 - Packaging Box", "CN202030300790.1 - Packaging Box", "CN202030300114.4 - Packaging Box", "CN201930431490.4 - Packaging Box", "CN201930212482.0 - Packaging Box", "CN201930212484.X - Packaging Box", "CN201930052359.7 - Packaging Box (Ice Treasure Clear Eye Drops)", "CN201930052361.4 - Packaging Box (Salbutamol Nasal Spray)", "CN201930052356.3 - Packaging Box (EVERYDAY BRIGHT EYES)", "CN201930051795.2 - Packaging Box (Polyvinyl Alcohol Eye Drops)", "CN201930051807.1 - Packaging Box (Polyvinyl Alcohol Eye Drops)", "CN202130443285.7 - Medicine Box", "CN202130491517.6 - Food Packaging Box", "CN202230253764.7 - Medicine Packaging Box", "CN202230254587.4 - Medicine Packaging Box", "CN202230254840.6 - Medicine Packaging Box", "CN202230253785.9 - Medicine Packaging Box", "CN202230253713.4 - Medicine Packaging Box", "CN202230490085.1 - Packaging Box".