A non-profit organization pursues a not-for-profit goal, that is, to dedicate to furthering a particular social cause or advocating for a particular point of view, bridging between social needs of people and government support and becoming one of the influencers in the society. The Down Syndrome Foundation is aimed to help people with Down syndrome pick up basic life skills, therefore launches the ABRAZO series that promotes baked goods. Something with warmth like baked goods not only needs sophisticated gift box design but also takes a good story to move people’s heart. It is our hope to make a gift box that tantalizes the taste bud while touches consumers’ heart.

Taking from its meaning in Spanish – hug, ABRAZO is about nothing but love and opportunity. The Hug Gift Box is a collaborated work with wheat farmers in Taiwan. Different kinds of wheat products show the love and care to local farmers and the land we live on. We decide to transform the gift box design to better highlight the down-to-earth spirit of local wheat farmers. The new packaging design has been developed in the process of house visits and in-depth discussion. It is hoped through this re-make can the brand form an image like no others and underscore the resilience and energy of local farmers in Taiwan.

In addition to tapping into ABRAZO’s charity image, how to stand out in the market already full of fancy and delicate gift boxes has become the issue to be dealt with. The major challenge for the team is in developing a packaging design that is trending and showcasing the down-to-earth spirit of wheat farmers with great stories to catch consumers’ attention.

The ABRAZO series is to help people with Down syndrome to stand on their own feet and develop basic life skills. Taking from its meaning in Spanish – hug, ABRAZO is about nothing but love and opportunity. The Down Syndrome Foundation works with wheat farmers in Taiwan to develop several kinds of wheat products featured in the Hug Gift Box, as the epitome of care and love to local farmers and the land we live on.

client : Down Syndrome Foundation R.O.C design:U visual

The Hug Gift Box design is inspired by the wheat grown in Taiwan, integrating wheat tassels dancing with the wind and phoenix feathers flying in the sky to the packaging, showcasing the energy and vibrancy of local farmers. The delicate packaging design makes it an even elegant and better gift.

Charity project budget: NT$ 0, packaging design for one gift box included.

Products from local farmers, sophisticated packaging design, along with product launch events and endorsement of Taipei city mayor all help put the Hug Gift Box under the limelight of the media. Innovative graphic design differentiates the brand from its peers in the market while the story-telling style of packaging design not only enhances its brand value but also celebrates the quintessential down-to-earth spirit of Taiwan.