Taizhou designer takes gold at Pentawards

chinadaily.com.cn | Updated: 2023-11-24

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Zhu Xiaohai attends the Pentawards ceremony in London, the United Kingdom. [Photo/taizhou.com.cn]

A design team from Taizhou, East China's Zhejiang province, recently received the gold award at the Pentawards ceremony in London for their osmanthus wine package design.

The design, titled "Under the Osmanthus Tree", was masterminded by G.D. Partner, under the leadership of Zhu Xiaohai. Zhu, an accomplished creative director from Sanmen county in Taizhou and a graduate of the Central Academy of Fine Arts, boasts an impressive resume, having worked with renowned brand consulting firms like Ogilvy and Brand Union. In 2014, he established G.D. Partner to offer expert brand design solutions for both domestic and international companies.

For their prize-winning package design, Zhu Xiaohai and his team showcased their expertise and creativity. They delicately crafted a design that captures the essence of the brand as a revered Chinese label, targeting urban women with a taste for refinement. The concept behind "Under the Osmanthus Tree" incorporated osmanthus elements and traditional Chinese intangible cultural heritage paper-cutting techniques, breathing life into the osmanthus flowers depicted on the bottle labels. This design successfully merges traditional charm with contemporary Eastern visual aesthetics, providing consumers with a multi-dimensional experience.

Zhu Xiaohai expressed his pride in receiving this global recognition and highlighted the opportunity it provides for showcasing China's design prowess on the international stage.

Pentawards, established in 2007, is widely regarded as the leading global competition dedicated to package design. Often referred to as the "Oscars" of the package design industry, its mission is to provide a platform for recognizing exceptional designs and fostering a community of design professionals.