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HOLY GAZAI - Creative Gift Design
Packaging
Illustrator
HOLY GAZAI - Creative Gift Design

Many people are wondering what kind of year 2022 will be? The world went through chaos caused by the epidemic starting in 2020 and an economic roller coaster in 2021. As creators, brand consultants, and designers, how can we respond? In reality, the future is unpredictable, but we thinkers wanted to directly and sincerely wish everyone the best in 2022. We wanted to spread good wishes to our family and friends, our most supportive clients, partners, and everyone who cares about think brand consultancy.

This project is the first integration of our creative ideas, partners, printing, and production. From the very beginning to the final photograph, this process was significant for our team and includes implementing the concepts we came up with and producing the actual product. Now allow us to share the fruits of our labor and the meaning behind the various ideas!
Concept & Naming

Dear family and friends, we totally understand we just had a challenging year. We want to welcome the new year with just one greeting “HOLY GAZAI (how lucky)”!

When the older generations in Taiwan narrowly escape bad luck, they can’t help but blurt out: “Huligazai (how lucky)!” to express how fortunate they are, “Whew... luckily I’m okay!" This exclamation “Huligazai” is a bit self-mocking, a bit humorous, but also expresses sincere gratitude for the good things that have happened. It is also how we want to bid farewell to the turbulent Year of the Ox, prepare to welcome the New Year of the Tiger, and is also the source of creative inspiration for our project. In addition to the Chinese name, we use “HOLY GAZAI” as the English translation: Holy Life, Holy Cow, Holy Night, Holy ???? ... Why not HOLY GAZAI!? HOLY means sacred and revered. After all that has happened around the world, we should be grateful that we are alive!

Why is it a box of cookies? When we thought about “Holy Gazai” we started with the concept of “every dark cloud has a silver lining.” HOLY (huli: in the belly of the tiger) symbolizes bravely facing challenges and crises; Gazai (goodness present) symbolizes freedom from disasters, peace and health, and blessings within. We thinkers present good fortune and blessings that are edible in “HOLY GAZAI” so that everyone will have a great Year of the Tiger!
Creative Idea & Poster Design

The tiger eats you; I eat tigers, so who eats whom?" The layers of visual packaging holds layers of meaning and humor.

Fish, peacocks, and little porcupines, the tiger eats everything! Peeling apart the golden tiger skin, we see his belly full of small animals and cookies in lucky shapes. The visual design of the packaging that is separated in delightful layers conveys the rule that survival is not easy. Tigers eat small animals, and humans eat tigers. The survival of the fittest and interdependence become a fun and darkly humorous theme. We also chose to use the risograph printing method that layers colors and results in one-of-a-kind results to give all our receivers each a unique blessing. The poster design also includes specially designed stickers, so you can make a playful collage with the New Year’s greetings you choose and the tiger’s belly (lucky symbols in the belly).
The Cookie & Package Design

It looks good and tastes good. Yummy and exquisite snacks from the alleys of Taipei!"

All the cookies found in HOLY GAZAI, are made by the famous baking studio “Occasionally Studio” in Taipei’s Xinyi District. The chef in charge Peri is good at mixing and matching fresh ingredients and developing innovative flavors, a match made in heaven for us. Together we selected 13 flavors, planned the meaning of each cookie, designed the molds, and selected the various ingredients. Everyone who receives this gift will enjoy our blessings with each bite. Furthermore, our pastry chef and designer’s attention to details and the visual and gustatory feast prepared that challenges all possibilities, allow the receivers to experience the rich flavors and explore the clever designs that are in the tiger's stomach!
Campaign

“Although times were bad and life overwhelming, luckily we survived. May we be filled with good fortune and riches, and together we will smile and say: Holy Gazai (How lucky we are)!" This time we thinkers used a witty and lighthearted design tone to plan a special New Year message so that your seemingly ordinary but not simple day is full of creative imagination.

If you want to receive this special gift box that conveys “every cloud has a silver lining,” we welcome everyone to leave a message on think’s official FB page and share your most exciting, shocking, and unexpected definition of “HOLY GAZAI”? We thinkers will select the comments that make us LOL and share this special gift with you (yes, we are serious!)

How to get the delicious handmade cookie gift and the poster, pls check the link: https://reurl.cc/7e2eol
HOLY GAZAI - Creative Gift Design
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14.6k
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HOLY GAZAI - Creative Gift Design

2k
14.6k
80
Published: