DIM SUM
Packaging and Brand Design | 2022
Design Objective
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The goal for this project is to create our own product and find a creative way to package it and brand it. I chose lipstick as I've always had a passion for doing makeup.
Process
Research
Target Audience
Youths (18-40 years old)
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Youths tend to buy things based on what they like and also what they need
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They tend to follow what is currently popular and can be attracted to novelty products
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They tend to buy things on their own as they often have a their own money
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Bright, bold and physically appealing packages appeal to them
Tea-House Theater
- Chinese operas
- Tang dynasty traditions (theatric) continued into song
- Public (entertain growing merchant population)
- Mines, dance, acrobat, circuses, animals & magic, singing & dancing prostitutes, fortune tellers & musicians- Zaju opera -> drums, music & dance South
- Nanxi (conquer of N)
- Indigenous dialect
- Spoken intro, then acts (vary) North
- Long duration
- String instruments
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- Prelude (music & dance) -> dramatic action (acting, speech, declamations & singing) -> comic # end & instrumental music
7 types of actor
1. Male lead -> sheng
2. Female lead -> dan
3. Clown -> chou (makeup) 4. Painted face -> jing
5. Etc.
- Decorated w/ calligraphy & painting of celebrities & precious plants to attract customers Hangzhou - West lake longjing tea
- Best managed teahouses
Development
Solution
For the design, it drew heavy inspiration from Chinese culture. The intention was to incorporate traditional Chinese art within the packaging specifically, the traditional art of paper cutting where designs are cut out of red sheets of paper. It incorporated elements of Dim Sum into the branding and designs that were cut out.
As the idea was more novelty, The goal was to make it fun and cater to young adults who tend to buy things based more on both
likes along with practicality. The packaging of the lipsticks was to be something that looked beautiful along with being useful as a mirror and can be re-purposed into storage later for small trinkets like jewelry.
As Dim Sum originated in the Song Dynasty and was served in
tea houses along with live entertainment. This entertainment was often Chinese Opera. The inner pieces of the containers’ designs were inspired by the makeup and headdresses worn by the actresses who performed in these performances. These actresses had luxurious headpieces and bold makeup. Inspiration was drawn from the complicated headpiece and decided to hide Dim Sum into the design.
The branding was based on the Chinese word for Dim Sum, “點 心”, When the words are separated, they mean ‘dot’ and ‘heart’. The logo is a modern take on the traditional, hand-carved, Chinese stamps. The
Chinese symbol for a period “ 。” and the word “心” were used as the name.
Overall, the design was inspired by the fusion of Western and Chinese culture.
