This packaging project was created exclusively for Bee Cheng Hiang’s Mini EZ product, sold at Lotte Department Store in South Korea. The brief called for a premium, minimalist design that would feel elevated, cross-cultural, and distinctly modern — while still staying recognisably within the BCH brand universe.

My Role

Packaging Concept & Design Execution:

• Worked closely with the marketing team to explore multiple iterations and color studies
• Final design direction was built around a cross-cultural, brushstroke-inspired visual, using strokes drawn from existing BCH assets
• Carefully adjusted the scale, balance, and composition of the brushstrokes to achieve a refined, high-end presentation

Logo & Typography Adaptation:

• Integrated a secondary logo that was still in a testing phase, ensuring it aligned visually with the packaging’s premium direction
• Carefully managed the layout of the product name in both Korean and English, maintaining balance and clarityacross languages

Design Approach

• Cross-Cultural Premium Feel:Balanced visual cues that appeal to a Korean department store audience, while staying rooted in Bee Cheng Hiang’s core identity
• Flexible Branding Strategy:Adapted visual elements to support a test-phase logo, maintaining consistency and clarity across uncertain brand components
• Modern Minimalism with Heritage Touches:Embraced a clean, minimal layout while integrating a refined brushstroke motif to connect with the brand’s heritage

Outcome

• Delivered an exclusive, premium design tailored for Lotte Department Store retail environment
• Balanced tradition and modernity through controlled brushstroke visuals
• Successfully navigated typographic alignment challenges and regulatory content adjustments
• Created a packaging style that stands apart while still clearly representing the BCH brand