菓懋系 包裝設計｜GUOMAOSI Canelé Packaging
"With a single bite of the 'GUOMAOSI' canelé, "The fireworks dedicated to those beautiful moments and things ignite magnificently within the heart."—— ❝ Sparkling From The Heart. ❞ In fact, the fireworks had quietly started to spark from the very moment the hands received the 'GUOMAOSI' gift box, initiating a subtle and elegant combustion.
The core aspiration of the "GUOMAOSI" brand is to employ the art of "food design" to deliver an experience that unfolds from the act of unwrapping to swallowing it down and allowing the lingering taste on the palate to touch the senses, further prompting a rediscovery of the abundant energy and creativity inherent in this island nation. As the "first impression" packaging, 'GUOMAOSI' focuses on eliminating generic standardized formats and overturning the typical dessert packaging by presenting it in a more straightforward and unadorned manner. The emphasis is on creating an anticipation of unwrapping a gift, avoiding the use of plastic packaging boxes that are typically discarded after opening. The packaging is designed to layer surprises, intending to evoke the excitement of unwrapping a present.
Without unnecessary visual icons to distract attention, let your fingertips sense the rhythmic flow of text between concavity and convexity, that’s the subtle greeting and self-introduction of the "GUOMAOSI". As you slide out the fluorescent yellow packaging sleeve, it's precisely the moment when you peer into the beginning of an unknown gastronomic tale. The delicately veiled canelé emerges from the perforated circular card, resembling protagonists poised under the spotlight on a stage. Gaze attentively to see the keywords guide you into the sensory memory of Taiwanese ingredients, prompting at three different flavors of canelés, unraveling their unique characters and contextual stories. Until you overcome the struggle of indecision and choose the first taste to savor, there it is – a tiny internal spark capable of igniting a dazzling thrill.
Amidst the brand's standard fluorescent yellow printing, the choice of paper comes from a local Taiwanese paper mill, embellished with special processes like "embossing" and "pearlescent foil." Opting for pearlescent foil to evoke a subtle and exquisite inner glow, requiring a play of light to be read with precision. Simultaneously, utilizing the gentle shifts of light and shadow at various angles. Using the embossing technique to manifest the dimensionality inspired by the sundial. The canelé's card subtly revealed within the packaging is not just a design element but also a functional consideration in actual operationsIt prevents them from coming into contact with the outer packaging sleeve during transportation. The printing and paper selected adhere to food safety regulations. Within the concealed details, personally experiencing the "GUOMAOSI" transcends simplicity – it's more than just a sweet bite.
"GUOMAOSI" is not just a daily indulgence but also aims to be the preferred choice for gifting. Choose a beautiful day to gift it to a beloved person, shared with friends in moments of laughter, and, of course, presented to your dear self. Every moment in life, living it well, is deserving of celebration! In the gaze captured by the HIGHLIGHT, within the marvel and exclamations upon opening the box, amidst the layers of taste released upon the first bite, in the dazzling and splendid fireworks – witness, touch, and savor the "GUOMAOSI" with all your senses.
喀茲，一口咬下《菓懋系》可麗露，「致那些美好人事物」的花火在心中華麗燃起—— ❝ Sparkling From The Heart. ❞ 事實上，花火早在雙手接過《菓懋系》禮盒的第一刻，即已悄然摩擦引燃。
《菓懋系》的品牌核心期望用「食物設計」帶來從拆開包裝，直到吞下肚、留在舌尖的味蕾觸及感動，進而重新認識這座島國的豐沛能量與創造力。作為「第一印象」的外包裝，摒除公版制式、反轉一般甜點包裝直接裸視，開啟後即會被丟棄的塑膠包裝盒，《菓懋系》的包裝重心是讓你有著拆禮物的期待，層層堆疊出驚喜。
沒有多餘的視覺ICON分散注意力，請用你的指尖感覺到凹與凸之間的文字律動，那是《菓懋系》低聲地招呼與自我介紹。當你推滑出螢光黃色的包裝袖套，正是探頭進入未知的新味覺故事的起始，若隱若現的可麗露從簍空圓形的卡片下，像是舞台聚光燈下蓄勢待發的主角。定睛一看用以關鍵字引領進入台灣食材的味覺記憶，提示三入不同風味可麗露的性格與故事脈絡，直到你突破選擇困難症掙扎選出第一個入口的滋味，喀茲，一個內在微小火花，也能燃起耀眼的心動。
在品牌標準色螢光黃的特色印刷當中，用紙選擇與台灣在地紙廠生產的紙張為載體，點綴「打凸」與「珍珠箔」的特殊加工，選用珍珠箔曖曖內含光的內斂與精緻，需要藉由一點光線折射才能細細閱讀；同時藉由光影在不同角度的緩移，在打凸的技術中表現日晷帶來的立體度。隱約展露可麗露的卡紙不只是設計，更是從實際營運的功能性考量，避免運送途中讓可麗露接觸到外包裝袖套，選用符合食品安全規範的印刷與用紙，在隱匿的細節中，親身體感關於《菓懋系》，不只是一口甜蜜這麼簡單。
《菓懋系》不僅是日常小確幸點心，更希望成為送禮時的首選：選一個美好的一日，送給心愛的 人、一起歡笑的好友，當然也可以獻給親愛的自己，生命的每一刻，好好活著都值得慶賀！在目光被 HIGHLIGHT 的瞬間，在開啟禮盒的驚奇與驚呼中，在入口的層次滋味釋放，在閃耀而 華麗的花火中，看見、觸摸與品嚐《菓懋系》的五感六覺。
Client｜GUOMAOSI
Design｜Chu Ti-Ming
Print｜Ice Print & GreenHot
Photography｜Whitehand Studio
Hand Model｜Wu Shih-Han
Brand Planning ｜Show Liu
Special Thank｜Lee Ke-Ying
Type｜Packaging Design
Year｜2023
design by Ti-Ming Chu Workshop
