Redesign Of Chinese Pastry Packaging

Since ancient times,pastry,as a traditional snack of the Chinese nation,has been loved by the majority of people.However,in recent years,a batch of sweets with novel shape and unique packaging have emerged in the market,attracting the attention of many young people and rapidly occupying the market.As a result,many traditional pastry brands have been severely hit.Nowadays,the new generation of young consumers hope that they can achieve certain satisfaction in food taste buds and at the same time bring them certain artistic enjoyment in spirit.The pastry packaging can not only protect the goods,but also bring the consumers visual and emotional experience,which can make them have a feeling when tasting the pastry,so as to stimulate consumers’ purchase desire and promote the sales of the pastry brand.In the era of rapid economic development,Shanghai,as a city of tourism development,attracts many foreign tourists all the year round.In particular,Shanghai’s landmark urban architecture,with strong local characteristics,a century of rich historical and cultural heritage,unique,has become a long art and culture in Shanghai.Therefore,to create a unique traditional pastry packaging in Shanghai,we need to break the nostalgic and retro image of the traditional pastry brand,combine the formal aesthetic feeling and historical and cultural heritage of the pattern accumulated by the landmark urban buildings in Shanghai,and bring consumers a new visual enjoyment.The theme of this graduation design will be positioned on the traditional pastry in Shanghai,and a new pastry brand packaging design named “yikouxiang" will be designed.Combined with the expression of modern emotional design,consumers can feel the unique feelings brought by the brand on the packaging.Consider the use of image elements to break the usual nostalgic elements of Shanghai.The figure will take the shape of traditional pastry as the frame,choose the shape of chrysanthemum cake,lotus cake,peach cake,mung bean cake,osmanthus cake and Mint Cake,and combine the unique elements of modern fashion city architecture,customs and culture of Shanghai into the packaging design,making it a unique visual effect of Chinese pastry packaging in Shanghai,so as to touch the feelings of the people of Shanghai Sense,and let more foreign tourists understand the cultural history of Shanghai.Show the youngand fashionable metropolis to consumers.This will be applied to the unique Oriental Pearl Tower,the Palace of Fine Arts of China,the summit of the bell tower,the World Financial Centre,the Grand Theater and the city of Shanghai,etc.Through the perspective of pastry window,we can see the changes of ancient and modern Shanghai,create the pastry brand image of "yikouxiang",attract more young people to pay attention to Shanghai culture and convey the brand packaging design concept of youth and fashion.