Challenges
Bao Yuhe (宝裕和) represents the pinnacle of Chinese traditional elegance and luxury in jewelry. Its primary products are jade ornaments. We needed to design four jewelry boxes: a ring case, bracelet case, display case, and necklace case. The key challenge was to unify the design language across all four pieces, creating a cohesive series that embodies the prestige and grace of jade jewelry.
Research & Insights
Through thorough research on existing jewelry packaging boxes on the market, we identified surface textures as a pivotal opportunity for this project. This approach preserved the traditional image of jewelry packaging while enhancing brand recognition.
Solution
We integrated natural floral elements into the design. The exterior of the lower box features layered petal textures, with the seam between the upper and lower boxes discreetly hidden within the petals. This maintains the design's integrity while adding visual appeal. Named "Floral Crown", the series symbolizes how jewelry radiates brilliance like a floral crown.
White symbolizes the purity and perfection of jade, while the soft beige velvet interior elegantly complements the jade's vivid green hues. The gold foil embossed logo continues the tradition of jade packaging.
Outcomes & Impact
Kurz Kurz Design won the 2015 Red Dot Design Award for Bao Yuhe's "Floral Crown" series of jade jewelry
boxes, creating a distinctive and culturally resonant packaging identity that aligns perfectly with the essence of
Jade jewelry.
