2021白金创意国际大学生平面设计大赛获奖作品选登—B7.包装设计

白金创意国际大学生平面设计大赛由中国美术学院与浙江省美术家协会共同主办，自2000年创办至今，已成功举办22届，始终致力于为新生代设计力量创造优质、多元、国际的交流平台，年轻的准设计师们也同样以无比的热情与无畏的精神投入到竞赛当中，尽情释放自己的激情与才华。第二十二届白金创意国际大学生平面设计大赛，于2021年10月22日22时正式启动，历时66天，截止至2021年12月27日24时。

本届白金创意大赛聚集15位海内外知名设计师参与评选，先后开展了4轮的严格审核，完成了包含主题设计竞赛单以及自由主题设计竞赛单元在内，共计10项类别的评选工作。最终在众多优秀的投稿作品中选拔出476件获奖作品。

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TETRICHO is a food brand providing a series of products of different flavours that are packaged in a special set of Tetris looking packages. It offers playful and flavorful chocolates and cookies to customers of all ages both offline and online. The TETRICHO product line is made with 100% natural nut ingredients from seven continents! The various flavours of products and packages are designed to represent the different Tetris Game shapes to help identify the different nutty savours and to add a joyful and fun experience, as well as a marketing after-use value. For the main product chocolate, TETRICHO targeted the original states of each naturally grown nuts, culled the finest ones with fresh roast, and folded into the super smooth cocoa, to create the purest taste. In addition to nut chocolates, TETRICHO includes cookie bars based on nut ingredients. Different flavours are shown in a unique package as a modular unit. Another uniqueness is that maps of seven continents with a line of welcome are hidden in the opening lid of each box as a little surprise to the customers.

Designer: Yang Dikai   |  Adviser: Fu Bin

Emoji表情已成为交流中时常被使用的一款视觉符号，具有清晰明了的图像表征。本款日历将emoji表情进行串联和组合，形成具有特定意味的趣味符号排列，搭配文字表述，形成日历版式，让原本单调的文字讯息增添情感上的细微差别，将时间的流动感弱化，而更着眼于对使用者每日心理的暗示与导向，期盼受众通过对emoji符号谜语式组合的猜测获得日常生活中的“小确幸”，获得亲切感或传达爱意。日历下部做拉孔处理，可将下部撕下作为书笺使用。

Emoji has become a visual symbol frequently used in communication, with clear and distinct image representation. This calendar combines emoji into a series and a combination to form an interesting symbol sequence with a specific meaning. Together with text expressions, it creates a calendar format. The emoji adds emotional nuance to the otherwise monotonous text messages. This calendar weakens the flow of time and focuses on the users’ daily psychology, hoping that the users can get some “tiny happiness” in daily life, get a feeling of intimacy or convey love by guessing the combinations of emoji riddles. The lower part of the calendar is punched, you can tear off the lower part and use it as a bookmark.

Designer: Jin Xiao  |  Adviser: Yu Binhao

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因南北湖是“钱塘江入海第一湾”，是景区logo图形的由来，包装为了再次突出logo图形，设计成具有同样弧度的礼盒，强调品牌形象。蔬菜包装为礼盒装，外盒连接尼龙肩带。内盒辅助图形为logo字体笔画拆分重组形成的大头菜、猫头笋、松花蕈。户外运动品包装图案同为该字体笔画拆分组成的拳头图案，表现抓握海绵棒与运动时的力量感。部分异形明信片采用两纸贴合方式，再一次突出盒子外形和品牌形象。整体包装调性亲和、面向年轻群体。

As Nanbei Lake is “the first bay where Qiantang River flowing into the sea” and the origin of the logo graphics of the scenic spot, the packaging is designed as a gift box with the same radian to highlight the logo graphics and emphasize the brand image. The vegetables are packed in gift boxes, and the outer boxes are connected with nylon shoulder straps. The auxiliary graphics in the inner box are turnips, cathead bamboo shoots and pine mushroom formed by splitting and reorganizing the original logo font strokes. The packaging pattern of outdoor sports goods is a fist composed of the split strokes of the font, which shows the sense of strength when grasping the sponge stick and exercising. Some special-shaped postcards use two paper fitting method to highlight the box shape and brand image again. The whole package is tonal and friendly, and is oriented to young groups.

Designer: Fu Yuanjun   |  Adviser: Shen Jinli

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气球是美好的象征，但在大多数时间都是以配角的身份作为节日点缀，这与当代年轻人在社会环境下找不到自我存在感相通，气球的特性是容易破损，年轻人也是容易被现实的种种压力影响，变得颓废沮丧，所以在我的设计选题中，气球变成了主角，作为第一人称从脆弱不起眼的角色变成了能做为礼物的主角，在多变的形态里传达祝福的不同含义，分别从饮食、生活、事业心态四个方面出发，打破了气球原有的局限，以及对于气球固化的认知。

Balloons are a symbol of beauty, but most of the time they are regarded as supporting roles as festival decorations, which is in line with the fact that contemporary young people can't find a sense of self-existence in today’s social environment. Balloons are easy to be broken, while young people are also prone to be affected by various pressures of the reality and become decadent and depressed. So I choose balloon as the protagonist in my design. The work shows that balloon changes from a fragile and inconspicuous character to the protagonist who can be used as a gift from the first-person perspective. The balloon conveys different meanings of blessings via changing forms, in four aspects: diet, life and career mentality. This removes the original limitations of balloons and breaks people’s fixed cognition of balloons.

CHAYIN Teabag

Subtropic — TeaPackaging Design

Designer: Wu Fan  |  Adviser: Lyu Cheng / Xu Hanmin

Designer: Luo Weili

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Designer: Zhao Jitong / Ding Yi  |  Adviser: Wu Linhua

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Designer: Chen Zihong / Cai Ruoheng

Adviser: Zhang Jun

Designer: Yu Jie / Hao Peidong

Designer: Yin Xiangcheng / Hao Tianlu / Lu Xinghang

Adviser: Wu Weichen

Designer: Chen Peixue  |  Adviser: Hao Yinzhong

Designer: Zhang Junyan / Du Changlin / Chen Haoli

Adviser: Huang Chen

Designer: Chen Chuhua  |  Adviser: Lin Tao

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Designer: Liao Jiajia  |  Adviser: Song Qian

Designer: Cao Runxin  |  Adviser: Qin Wei

旅途咖啡

作者: 尹路、廖文文  |  导师: 强墨

院校: 广州美术学院

Moving Coffee

Designer: Yin Lu / Liao Wenwen |  Adviser: Qiang Mo

School: Guangzhou Academy of Fine Arts

Designer: Xiao Junwen / Kang Yuting / Dong Junyan

Adviser: Mao Xue / Zheng Minghong

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Designer: Chen Feng  |  Adviser: Liang Yisheng

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两大竞赛单元 / 11项参赛类别 / 奖池累积奖金超过200000元 ???

欢迎大家踊跃参赛！

赛事简章与参赛入口请登录白金创意官网：

www.platinumaward.org

主办单位：

中国美术学院、浙江省美术家协会

承办单位：

中国美术学院设计艺术学院

中国美术学院视觉传达设计系

浙江省美术家协会平面设计艺术委员会

战略合作伙伴：

北京天域北斗文化科技集团有限公司、吉利汽车、字节跳动抖音设计中心、完美日记、OPPO、奥普家居股份有限公司、哥本哈根皮草有限公司、阿里巴巴原创保护平台

战略合作媒体：

美术报、艺术与设计、包装与设计、Design 360°-观念与设计杂志、陆俊毅_设计现场、古田路9号

媒体支持(以首字母为序)：

Ad110、Ad518、Arting365、Hiiibrand、设计品牌中心、设计青年、视觉同盟、设计中国、设计赛、设计在线、秀设计、最毕设、最设计、中国设计网

海外院校支持(以首字母为序)：

布拉格建筑与设计学院

丹麦皇家美术学院

多摩美术大学

佛罗伦萨美术学院

汉堡美术学院

汉堡应用技术大学

海牙皇家艺术学院

京都造型艺术大学

伦敦艺术大学

马里兰艺术学院

米兰理工大学

武藏野美术大学

苏黎世艺术大学

谢菲尔德哈勒姆大学

中国大陆及港澳台院校支持(以首字母为序)：

澳门理工学院

澳门科技大学人文艺术学院

北京工业大学

台湾师范大学

广西艺术学院

广州美术学院

湖北美术学院

鲁迅美术学院

南京艺术学院

清华大学美术学院

四川美术学院

汕头大学

天津美术学院

西安美术学院

香港城市大学

厦门大学

中国美术学院

中央美术学院

总策划：高世名 许江

总顾问：赵燕  韩绪 毕学锋  陈正达

主席：吴炜晨

副主席：方舒弘

秘书长：黄璐

副秘书长：张茜

大赛组委会委员：

侯广程、吴之华、梁京、黄叶青、刘佳豪、吴页新、包雨晨、喻纪方、毛羽、曾德乾、吕翊琳、王瑜、李鸣柳、张卓然

Sponsors:

China Academy of Art,

Zhejiang Artists Association

Organizers: 

School of Design and Art of China Academy of Art,

Visual Communication Design Department of China Academy of Art,

Graphic Design Art Committee of Zhejiang Artists Association

Strategic Partners: 

Beijing Tianyu Beidou Culture Technology Group Co., Ltd., Geely Auto, Bytedance Tiktok Design Center, Perfect Diary, OPPO, Opp Home Co., LTD., Copenhagen Fur Co., LTD., Alibaba Original Design Protection Platform

Strategic Cooperative Media:

Art Newspaper, Art and Design, Packaging and Design, Concept and Design Magazine Design 360°, Designer Lu Junyi, #9 Gutian Road

Supporting Media (in alphabetical order) :

Ad110, Ad518, Arting365, Hiiibrand, Design Brand Center (DBC), Design Youth, Visual Union, Design China, Design Competition, Design Online, Xiu Design, Zuibishe, Zuisheji, CN Design

Supporting Overseas Institutions (in alphabetical order):

Academy of Arts, Architecture and Design in Prague

Royal Danish Academy of Fine Arts

Tama Art University

Florence National Academy of Fine Arts

Dresden Academy of Fine Arts

Hamburg University of Applied Sciences

The Hague Royal Academy of Arts

Kyoto University of the Arts

University of the Arts London

Maryland Institute College of Art

Polytechnic University of Milan

Musashino Art University

Zurich University of the Arts

Sheffield Hallam University

Supporting Universities in China Mainland, Hong Kong, Macao and Taiwan (in alphabetical order):

Macao Polytechnic Institute

Beijing University of Technology

Taiwan Normal University

Guangxi Arts University

Guangzhou Academy of Fine Arts

Hubei Institute of Fine Arts

Luxun Academy of Fine Arts

Nanjing University of the Arts

Academy of Arts & Design, Tsinghua University

Sichuan Fine Arts Institute

Shantou University

Tianjin Academy of Fine Arts

Xi’an Academy of Fine Arts

City University of Hong Kong

Xiamen University

China Academy of Art

Central Academy of Fine Arts

Faculty of Humanities and Arts, Macau University of Science and Technology

General planners: Gao Shiming, Xu Jiang

General consultants: Zhao Yan, Han Xu, Bi Xuefeng, Chen Zhengda

Chairperson: Wu Weichen

Vice Chairperson: Fang Shuhong

Secretary: Huang Lu

Second Secretary: Zhang Qian

Member of the Competition Organizing Committee:

Hou Guangcheng, Wu Zhihua, Liang Jing, Huang Yeqing, Liu Jiahao, Wu Yexin, Bao Yuchen, Yu Jifang, Mao Yu, Zeng Deqian, Lyu Yilin, Wang Yu, Li Mingliu, Zhang Zhuoran