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Again, New Beginning

Designed by GIDEA GROUP, Taiwan.

Created for Jiu Zhen Nan (est. 1890), one of the oldest and most beloved traditional pastry brand in Taiwan as a lunar new year gift box.

Inspired by candy trays found in almost all Chinese homes, which holds an assortment of candies and cookies for visiting family and friends.

We wanted to create an unique "opening" experience, where the user sees a wonderful world of treats revealed upon opening, and also make the process as "ready to eat" as possible.

The Four Black Boxes also represent the four seasons, and the Gold boxes in the middle represent the rising sun, which signal a grand beginning to the new year, hence the name "Again, New Beginning".

3 comments: Again, New Beginning

  1. The package design is very simple and understated, but elegant. It looks like it was designed for an upscale market.

  2. Very innovative packaging concept. Courageous design it is!


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