Taichung is one of the most creative and energetic cities in Taiwan. Resonating with the cultural and creative trends, plenty of innovative ideas and services could also be seen in different corners of the city. What we do here is to transform a local brand, instilling modern elements of design while keeping the value of traditional belief of Taiwan. Three new packaging designs become the eye-catching items on the shelf that consumers can’t afford to miss. In this ever-changing era, we try to highlight what traditional culture can offer and make consumers better understand the warmth and richness of the land we live on.

Eatea120 is dedicated into building a Taiwanese brand with Taiwanese tea and launches a great diversity of products that are like no others. Growing with the cultural and tourism industry of Taichung city, the brand is planning to reach out to overseas markets and foreign tourists with its unique products that make perfect souvenirs. We have had much discussion with the client and eventually came up with the whole new brand identity and innovative packaging design that still celebrates the traditional religious belief. It is hoped through this transformation process can Eatea120 continue to bring blessings to its consumers and stand out even more as an iconic brand in the market.

client : eat 120 design:U visual

The team took inspiration from the old saying – eat something sweet to bring in good fortune for the launch of its good-fortune candy series that shows the true spirit of traditional belief in Taiwan. It is a brand-identity-re-make process that incorporates Taiwanese mythologies and deities into the products. The series features three deities: God of Wealth, Matzu (Sea Goddess) for safety and God of Love. Taiwanese religious belief seems to come alive in the modern and simple illustrations. Its milk carton design is a perfect match for milk candy, making it stand out compared to similar products. The new packaging design and the religious legacy have been translated into its unique brand value.

Project budget: NT$ 250,000, packaging designs for three different kinds of candies included.

The introduction of the series immediately grabbed both local consumers’ and foreign tourists’ attention, taking its brand value to the new level. The new packaging design also helps differentiate the brand from its peers and creates more revenue. This is a re-branding process that explores cultural essence and maintains the beauty of tradition.