Brief:
Create a chocolate packaging design for an existing luxury brand (that does not already sell chocolate).
I picked Paul Smith as I have always been a fan of the British designer's colorful and quirky aesthetic. My main concept is to use the iconic stripes of the Paul Smith brand as part of the packaging design itself. Each group of colors represents a different flavor—ranging from the playful to the exotic.

1st place winner of The Dieline's Concepts We Wish Were Real Awards 2015.


A booklet was also created to document my research and process.

Project featured in Asia-Pacific Design No. 12.