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HOU Juice: Blending Art and Nature in Drink Packaging

Renowned designer Leng Chen introduces HOU Juice, a groundbreaking approach to drink packaging that seamlessly fuses art and nature. Inspired by the iconic symbol of Pagoda fruit, the design aims to instill a sense of trust and recognition in the Chinese market, presenting a creative style that vividly captures the natural and fresh essence of the fruit juice brand.

As China's largest fruit production and trade enterprise, Pagoda's new brand, HOU Juice, is dedicated to providing fresh, high-quality juice. The naming strategy not only pays homage to the Pagoda monkey symbol but also resonates with the pronunciation of "good juice" in Cantonese, effectively conveying the core values of Pagoda through both manufacturing technology and packaging.

The plastic bottle, crafted with pearlescent film using frosting and spot color printing technology, stands at a diameter of 45mm and a height of 165mm, offering a visually appealing and technically advanced packaging solution.

Designer Leng Chen, along with Li Yin and illustrator Anna Rudak, has meticulously crafted HOU Juice to resonate with the evolving beverage market. By embracing the concept of healthy, natural, and high-quality products, HOU Juice embodies the core values of its parent brand, Pagoda, creating a unique brand image that captivates consumers with its rich illustrations and natural vitality.

The project, initiated in March 2018 and completed in May 2018 in Shenzhen, was driven by extensive research targeting the urban middle class with a focus on health and lifestyle quality. The incorporation of the monkey symbol, a revered icon in Chinese culture, serves to enhance the brand's cultural identity and originality, further strengthening its appeal to the target audience.

Overcoming the challenge of consumer skepticism regarding fruit sourcing, the design team leveraged innovative visual creativity and brand strategy to establish a reliable sense of trust and quality, backed by Pagoda's reputation, ensuring a seamless transition from attractive packaging to superior taste.

Leng Chen's vision for HOU Juice was to infuse a sense of joy and fun into the product, evident in the design's depiction of a group of monkeys dancing in a jungle party, expertly brought to life by collaborating with artist Anna Rudak. The result is a visually captivating and emotionally engaging packaging that sets HOU Juice apart in the competitive beverage market.

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