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Colorful Zhangzhou: A Fusion of Cultural Heritage and Modern Packaging Design for City Revitalization

Colorful Zhangzhou, designed by Yangchao Wu and his team, is a comprehensive city brand packaging project that draws inspiration from the unique temperament of Zhangzhou. By weaving together the city's rich history, local customs, and architectural motifs, the design establishes a vibrant visual identity system (VIS) that highlights red and the daffodil as the primary brand themes. The project, initiated and overseen by the Zhangzhou Municipal People's Government and managed by Zhangzhou Culture and Tourism and Health Group, stands out as one of only two city name trademarks approved by the State Trademark Administration of China.

The project's realization involved developing thematic packaging for local products such as mooncakes, tea, and souvenirs, ensuring each design remains true to the brand's tone while offering theatrical visual appeal. Innovative packaging structures were introduced to enhance product safety during transportation and to promote the use of sustainable materials, reflecting a commitment to both environmental responsibility and commercial viability. The packaging's modular identity toolkit and interactive elements transform traditional gift boxes into storytelling devices that convey the culinary and cultural legacy of Minnan, fostering a deeper emotional connection between the brand and consumers.

Through extensive research and a deconstructive design approach, the team broke away from conventional packaging norms, introducing bold geometric patterns and archival botanical motifs that anchor the narcissus blossom as the city's emblem. The result is a multisensory unboxing experience that elevates Zhangzhou's regional specialties into edible ambassadors of local culture. By blending cultural heritage with contemporary minimalism, Colorful Zhangzhou not only enhances the city's brand influence but also supports its broader goal of rural revitalization and cultural dissemination.

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