Charlene 10 Years
Gift Box for Charlene Classic
The fan, Benevolent Breeze, is Charlene Classic Jewellery's theme and symbol. Founder Charlene makes high end Eastern Jewellery, spreading Chinese culture. In 2017, 1st exhibition opened, and in 2023, the 10th anniversary show debuted. The designer made a commemorative gift box for the anniversary exhibition in the form of a book set. A book box like a fan case was made. It echoes a previous exhibition. The box has a green stamped theme. Inside, silver slogan. Design from a painting. Invitation card in envelope. The card is under the box on the album, with a bamboo fan.
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Charlene 10th Years by Hanyun Gu
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Charlene 10 Years Gift Box Press Releases
Press resources for Charlene 10 Years are offered in several languages: English.
Unique Properties
The elegant name for a fan, "Ren Feng," implies the virtues of benevolence, righteousness, propriety, wisdom, and trustworthiness, as well as the elegance of poetry, music, and odes. This concept serves as the creative theme for Charlene Classic and represents a unique emotional symbol used to interpret the values shared by the brand and its users. They are using jewelry as a medium to promote Chinese culture and supreme philosophical wisdom.
Tags
Oriental aesthetics, reading experience, book design, cultural dissemination, bamboo, painting scroll
Production Technology
While retaining the traditional form of paper invitations, the designer uses a fan as the main invitation for the event. The fan can not only represent the sentiment and taste of the fan holder, but also be used as a token to convey emotions. It will also be an exhibition souvenir. The designer takes the "Wonders of Xiao and Xiang" by Mi Youren, a painter of the Southern Song Dynasty, as the design concept of the entire set of books - summarizing the ancients' evaluations of this painting into four sections and carefully arranging the reading experience after opening the book box according to this structure. In the book case are the main volume, the supplement, the bamboo fan and box, the paper invitation and the bamboo painting card. Readers create an atmosphere of the poetic home of Eastern literati step by step through the rich changes in craftsmanship, materials and different papers during reading.
Design Challenge
The core of design is to convey "The Benevolent Breeze Spreads" and show the "elegant charm" of the Orient. We conceived from two aspects. Outside: "Benevolent Breeze Presented in a Box". In research, we found ancient people used fine fan cases. We set the album theme as this and designed a book box like a fan case. For the structure, inspired by the brand name "Xuan" (meaning window), we added an opening structure for a window-opening feel, responding to the 2017 exhibition theme. Hoping Charlene keeps spreading Eastern culture. Inside: "Spreading the Elegant Way". We suggest using a fan as the main invitation while keeping paper invitations. A bamboo fan, implying "there is bamboo at the origin", corresponds to two series. We want materials inside to draw on traditional Chinese binding forms. Albums, cards, and invitations should convey oriental charm through printing and paper texture. Overall, we aim to show the elegance of the Orient through design.
Project Duration
In July 2023, it started in Beijing. The project ended in October 2023. In November 2023, it was exhibited in Shanghai, Beijing and London in succession.
Operation Flow
It appears in the form of a commemorative gift box in the exhibition. It helps the on-site audience better understand the brand story, history and development, and get to know the brand products more quickly.
Research
How to convey the brand concept with the "Benevolent Breeze Series" as the core in the tenth anniversary exhibition is the focus of the design. In the first round of proposals, we took "The Benevolent Breeze Spreads¹" as the thinking direction of the design. Among them, "Benevolent Breeze" implies the meanings of "benevolence, righteousness, propriety, wisdom, and trust; elegance, poetry, music, and praise." "Spreads" represents dissemination and promotion. We hope that through design, we can express Charlene's vision of spreading Eastern culture to the world like "The Benevolent Breeze Spreads." In addition, we also hope that when people receive this set of books, they can receive a strong breath of Eastern culture.
Inspiration
We designed a book box in the shape of a fan case with the theme "Ren Feng Presented in a Box." The structure mimics an open window, echoing the theme of the brand's first exhibition, "Open Xuan to View the Splendor." The book box's surface features the exhibition theme "Bamboo Shadows and Elegant Fans Presented by Xuan" embossed in green, with the brand's slogan embossed in silver on the left side of the lid.
Image Credits
Photography: Xinlong Zhang, Yunpeng Fu, Shasha Lu Post-production: Xinlong Zhang, Yunpeng Fu, Shasha Lu Picture: CHARLENE High Jewellery Workshop Imperial Palace Fan Collection Design: Carina Yen, Jason Koo, Yuan He Bamboo Fan Collection Design: Yuan He, Yingwan Sun, Hanshu Lai Video: CHARLENE High Jewellery Workshop
Project Overview
Charlene 10 Years Gift Box has been a Bronze winner in the Giftware Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Hanyun Gu was recognized with the coveted Bronze A' Design Award in 2025, a testament to excellence of their work Charlene 10 Years Gift Box.
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Charlene 10 Years Gift Box by Hanyun Gu Wins Bronze at 2025 A' Design Award for Celebrating Eastern Elegance
Beijing-based designer Hanyun Gu has been honored with the Bronze A' Giftware Design Award 2025 for the "Charlene 10 Years" commemorative gift box, a unique creation that debuted at Charlene Classic Jewellery's tenth anniversary exhibitions in Shanghai, Beijing, and London, blending traditional Chinese artistry with contemporary design to promote Eastern culture globally.
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