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"To Meet" Apple Packaging: Minimalist Design Meets Cultural Storytelling and Brand Innovation

"To Meet" is a visionary apple packaging project created by Ziqiong Li and the One Design Brand Communication team, developed in Xi'an from May 2023 to March 2024 and produced in Shenzhen. The design stands out for its oversized apple motif, vivid colors, and minimalist aesthetic, making it instantly recognizable on store shelves and strengthening brand memorability. The packaging incorporates cultural elements such as blessings and references to good fortune, resonating with Chinese consumers' perceptions of apples as symbols of peace and prosperity.

The packaging experience is interactive and engaging: consumers are invited to uncover the apple-shaped box, revealing hand-drawn illustrations that evoke the joy of harvest and an airplane window motif symbolizing the apples' swift air-freight delivery. The inclusion of latitude and longitude coordinates highlights the premium origin of the apples, while water droplet graphics emphasize their freshness. Every detail, from the tactile paper and magnetic buckles to the use of hot stamping, embossing, and UV coating, is carefully crafted to enhance both visual appeal and tactile experience.

Targeting middle- to high-end consumers aged 25 to 40 in major southern Chinese cities, "To Meet" leverages market research to align with contemporary aesthetic preferences and consumer expectations. The design not only elevates the product's perceived value but also fosters a strong brand identity through repeated visual exposure. By combining innovative design with cultural storytelling, "To Meet" has achieved its goal of creating packaging that both represents the product and engages consumers in meaningful dialogue, earning it the prestigious Silver A' Design Award in 2025.

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