E99 White Rebranding & Packaging Design
Brand Introduction
“希望用甜点作为载体，去庆祝每一种意义的’诞生’。”是品牌e99white打造可食用艺术品的期望。旨在融合温度与个性，用图像诠释第一层味觉体验，为每一个值得庆祝的日子盛烛。
"The hope is to use dessert as a vehicle to celebrate the 'birth' of every meaning." Is the expectation of the brand e99white to create edible artwork.
Aiming to blend temperature and personality, interpreting the first layer of taste experience with images, and serving candles for every day worth celebrating.
Design Concept
我们对于e99white精致且具有辨识度的品牌特性做出剖析，完成一次自品牌logo涵盖到产品外包装的全新的升级企划，三角构建的永恒融合是我们想攫取的特性。
We analysed the e99white's sophisticated and recognisable brand identity to create a new upgrade from the logo to the product packaging. We wanted to capture the timeless fusion of the triangular construction.
Logo
在logo的变动上，将初始横版logo收紧为更为稳定 端庄的三角状logo，双9代表字母“g”如丝带般卷曲在“e”下，巧妙对抗字母数字间本应该有的连接性，同时舒适自洽。如奶油膏体般流畅的线条顺滑三角关系中坚硬的曲线，有点俏皮或者狡猾的探索了品牌处于甜品角色时logo的表达。
In terms of logo changes, the initial horizontal logo has been tightened up into a more stable and dignified triangular logo, with the double 9s representing the letter "g" curled under the "e" like a ribbon, subtly counteracting the connectivity between the alphanumeric characters that should be there, while at the same time being comfortable and self-contained. The letter "g" is curled like a ribbon under the "e". The smooth lines of the buttercream cream smooth the hard curves of the triangle, a playful or sly exploration of the brand's logo in the role of dessert.
Color
大量留白，使得蛋糕盒设计整体色彩更接近于“蛋白”，为新意对话留下思考与想象的空间，卡片上待填充的内容叙述无限可能，白色即将充满意义。
A large amount of white space makes the overall colour of the cake box design closer to "egg white", leaving space for reflection and imagination for the dialogue of new ideas, and the content to be filled on the card is unlimited, and the white is about to be full of significance.
Cake Box
白色方形盒体锐利高雅，削弱色彩后，产品中线条轮廓与质感将无法被忽略。一款细腻入微的蛋糕盒跃然眼前。
The white square box is sharp and elegant, and when the color is reduced, the lines and textures in the product cannot be ignored. A subtle and delicate cake box comes to life.
Highlight and Added Value
嵌入式卡片将表达纳入庆祝一环，成为整体而非配角，向心意宣告仪式感。嵌入设计为品牌联动，季节限定活动同时提供可更换拆卸限定卡片的可能。“e99white”全新横版logo凸印在卡片下方。同时我们为蛋糕盒本身建造了一扇小小窗口，从这扇小小窗口窥见蛋糕雏形，确保每一份心意得到完美献出。品牌slogan藏匿卡片之下又浮于窗边，隐去的记忆再次被唤醒。
The embedded card is a celebration of expression, becoming a whole rather than a part of it, announcing a sense of ritual to the heart. The embedded design offers the possibility to change and remove the limited edition cards for branding, seasonal events and more. The new "e99white" logo is embossed on the underside of the card. At the same time, we built a small window into the cake box itself, the small window into the cake ensures that every thought is perfectly presented. The brand's slogan is hidden under the card and floating in the window, reawakening the hidden memories.
Design:Life Z / Kathy
Time:2023
All By ABall Design.
