Tao Hua Ji
Packaging Design for Dong'e E Jiao
This product has the effect of beautifying and nourishing the skin. Its target customers are women. Using peach blossoms, which represent the brand's visual assets, as the main visual, it can not only convey the brand concept but also attract the attention of female users. The pink peach blossom on the packaging is very eye catching when displayed. The box comes with a handle for carrying and is suitable for giving as a gift.
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Tao Hua Ji by Zhou Jingkuan
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Packaging Design by Zhou Jingkuan
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Zhou Jingkuan Tao Hua Ji
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Zhou Jingkuan Packaging Design
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Dong 039 e E JiaoBrand Logo
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Unique Properties
This product has the effect of beautifying and nourishing the skin. Its target customers are women. Using peach blossoms, which represent the brand's visual assets, as the main visual, it can not only convey the brand concept but also attract the attention of female users. The pink peach blossom on the packaging is very eye-catching when displayed. The box comes with a handle for carrying and is suitable for giving as a gift.
Tags
TAO HUA JI
Production Technology
The packaging of this product sold at Sam's Club features a "three-dimensional blooming peach blossom" as its core visual element. Different from traditional flat prints, By means of gilding and three-dimensional relief, the visual effect of peach blossoms becomes more textured and attractive to the shelves.
Design Challenge
The task of this project is to make the product packaging stand out on the shelves. Based on Sam's Club's shelf characteristics of "large packaging and multiple categories", the designer proposed the "3 meters 3 seconds" visual thinking - that is, enabling consumers to quickly capture the products from a distance of 3 meters and remember the core highlights of the packaging within 3 seconds. To achieve this goal, the packaging adopts a visual strategy of "high saturation + strong contrast" : it takes a "three-dimensional blooming peach blossom" as the core visual element, standing out among similar products and better attracting female users.
Project Duration
This project began in Shenzhen in May 2025, ended in August 2025, and was launched in Sam's Club stores in China in October 2025.
Operation Flow
The pink peach flowers on the packaging have a strong visual impact when displayed. The gift box has a handle for easy carrying and is suitable as a gift. After opening the box, there is a layer of transparent PET inside, with exquisite patterns and key selling points of the product printed on it, making the opening of the packaging more valuable. The plastic bags inside adopt Japanese preservation technology and can maintain a shelf life of one year without the need for preservatives.
Research
The shelf display of Sam's Club is characterized by "large packaging and multiple categories". The designer has used layered gilding and gradient color superimposition to make the peach blossom petals present a real texture of "pink on the outside, tender on the inside, and with a lustrous edge", as if a fresh peach blossom just picked from the branch is floating three-dimensional on the packaging.The brand name "TAO HUA JI" means a woman as beautiful as blooming peach blossoms. The ingredients of this snack help improve a woman's complexion and it has an annual sales volume of about one billion in the Chinese market. Maintaining brand equity is what design needs to do.
Inspiration
The brand name "Tao Hua Ji" symbolizes women as beautiful and charming as peach blossoms. This product helps women enhance beauty and nourish the skin. The design goal is to enable consumers to quickly notice the product from 3 meters away on the shelf and remember its core highlights within 3 seconds. With "three-dimensional blooming pink peach blossom" as the core visual element, the design better builds brand visual assets, makes the product stand out among similar items, and more accurately attracts female users.
Image Credits
Zhou Jingkuan（Creator）
Project Overview
Tao Hua Ji Packaging Design has been a Silver winner in the Packaging Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Zhou Jingkuan was recognized with the coveted Silver A' Design Award in 2026, a testament to excellence of their work Tao Hua Ji Packaging Design.
Zhou Jingkuan Press Releases
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