As the Spring Festival of the Year of the Snake approaches, Bright Dairy & Food Co., Ltd. takes inspiration from a collection piece at the Shanghai Museum - a colored engraving paper cutout from Hebei Weixian depicting a snake, to rejuvenate its packaging. Our team have meticulously designed a limited edition Spring Festival collaborative bottle with the Shanghai Museum. The bottle features a screen printing technique that preserves the intricacies of the design while offering a unique and auspicious aesthetic, all while being environmentally friendly and health-conscious.

This project focuses on the integration of cultural relics and bottle design, and deeply considers the optimization of cultural relics patterns. Hebei Weixian colored engraving paper-cutting is a traditional handicraft, whose form and color are limited by manual production. In the packaging design of the tongtong bottle, we optimized the form and color matching of the cultural relics to make it shine with the brilliance of the new era. Based on the basic pattern of this paper-cut, the packaging design has a more Spring Festival atmosphere.

The crossover collaboration between Bright Dairy and the Shanghai Museum is not only a tribute to traditional culture but also a successful commercial innovation. It breaks the conventional product packaging design and accurately restores the artistic details of colored engraving paper-cutting, attracting consumers' attention with unique visual elements, standing out among numerous dairy CNY (Chinese New Year) packaging renovations.

On the occasion of the Lunar New Year in the Year of the Snake, this product carries a wonderful meaning and brings exclusive and unique Spring Festival greetings to consumers. At the same time, the core element of this project, the "Snake," is derived from an intangible cultural heritage collection at the Shanghai Museum and the Snake from the Zodiac series of dot-colored paper cuttings from Wei County, Hebei. It serves as a means to promote and popularize traditional Chinese intangible cultural heritage, allowing more people to understand it and pay tribute to traditional Chinese craftsmen.

The team consists of several internal members who are responsible for different aspects such as idea conception, material collection, graphic design, and material communication.

During the project initiation phase, the design objectives and core concepts were clarified. Team members assigned their respective responsibilities during a brainstorming session, including idea conception, material collection, creation of visual designs, and communication regarding materials. Each member carried out their tasks according to their responsibilities, ensuring the orderly progress of the project.

The project took a total of one month from project initiation to design delivery.

Within the scheduled time frame, our team successfully completed the design of two packaging options. The overall visual effect received widespread acclaim from end consumers, achieving the anticipated communication impact. This project also had a positive social influence in the public welfare sector. It has accumulated valuable experience for Bright Dairy to further integrate art and commerce sustainably.