With the key concept of “a box of beaming joy”, BE-KIND CNY Giftbox project aims to boost the seasonal consumption and more importantly to communicate the brand mission: to encourage consumers to “do the kind thing for your body, your taste buds and your world”.
By depicting scenes of families gathering to celebrate CNY with minimalist illustration style, we hope to convey the message of sharing joy and kindness; by creating interactive elements in the giftbox structure, we hope each consumer could DIY a unique gift for this special occasion.
Driven from the concept “reunite with your family for CNY to share joy and blessings”, the giftbox is opened in a way as if you enter home to celebrate the CNY with families. In the illustration, the blasting fireworks symbolize the explosion of nuts in mouth; the scenes of families sharing snack bars match the targeted consumption scenarios; the figures listening to music and doing yoga manifest the brand image as dynamic and trendy. Inside the box we prepare DIY stickers for consumers to customize the unique gift of their own.
