In 2020, Bee Cheng Hiang refreshed its Christmas packaging identity with a new seasonal design that brought a premium and minimalistic approach to its festive materials. The goal was to create a versatile visual that stood apart from previous years, while being easily adapted across bags, boxes, and regional gifting formats.

My Role

Concept Development & Visual Execution:

• Designed a reinterpretation of the traditional Christmas wreath using a constellation of sparkling stars, forming a festive shape with subtle depth and movement
• Created a layout that felt elegant and celebratory, yet restrained — fitting the brand’s modern tone

Scalable, Multi-Format Design:

• Ensured the visual was flexible for application across print finishes and formats, including bags, gift boxes, and festive packaging
• Built the system with color versatility in mind, so it could be adapted across regions and product variants

Cross-Market Adaptation:

• The design was later adapted into Christmas gift boxes for Korea and Japan, maintaining its premium feel while fitting different sizing and layout needs

Design Approach

• Premium Minimalism: Embraced a less-is-more strategy, using shape, texture, and star motifs to evoke the holiday spirit without overloading visuals
• Elegant Visual Depth: Crafted the star wreath to give a multi-dimensional, glimmering effect, changing subtly with light and viewing angle
• Flexible Brand Application: Created a layout system that allowed for easy color edits and material adaptations while maintaining a consistent look