This was part of the final project for a Packaging module. The given brief was to create a hypothetical product line selling either chocolates or skin care. The existing brand selected should not have already introduced such a line in their business.
Zhu Gu Li is a specially curated chocolate line under the famous Taiwanese restaurant - Din Tai Fung. This line aims to expand the business of the brand and seeks to target a bigger crowd as well as gaining awareness to stores.
Zhu Gu Li signifies bamboo + encouragement. Chocolates have been proven to relieve stress and make one feel better after consumption. The name of the product line symbolizes the power of chocolates. It is also a cheeky play on the actual chinese pronounciation of chocolate (Qiao ke li).
The origami folds in the primary packaging of the chocolates have been created to resemble the specialty of Din Tai Fung —
soup dumplings. Zhu Gu Li comes in three flavours - ginseng, red dates and goji berries. They are meant to be consumed guilt-free due to the many health benefits packed in each chinese herb.
soup dumplings. Zhu Gu Li comes in three flavours - ginseng, red dates and goji berries. They are meant to be consumed guilt-free due to the many health benefits packed in each chinese herb.
Illustrations have been used to create a playful characteristic and a joyful tone for the line .The signature red from Din Tai Fung is also repeatedly practice throughout the collaterals to retain the existing brand equity. The main material used in this project is bamboo as it is the most common material relevant to dimsum.
