Red Dot Design Award
Food Packaging

Xuanma

Xuanma | Red Dot Design Award

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The packaging design for “Xuanma” biscuits places the main ingredient of egg yolk centre stage as a visual element, creating eye-catching images. In the form of a red dot, the egg yolk becomes a symbol which, depending on the packaging, graphically interacts with the sketched images of giant pandas, monkeys, dragons and lions. The inspiration for their facial expressions came from the facial changes of Chinese drama characters during performances. Since the meaning of the egg yolk symbol remains ambiguous, it leaves ample leeway for individual associations.

Red Dot Design Award

Xuanma | Red Dot Design Award