With Bee Cheng Hiang’s brand image evolving, the paper sachet bag—used for takeaway bak kwa—was due for a visual refresh. This rebranding project had two components:

• A general sachet bag for global use
• A smaller, pocket-size adaptation for the Japan market

The goal was to modernise the packaging while communicating natural ingredient quality, ease of enjoyment, and visual consistency, even across production limitations like continuous printing and cutting.

My Role

Concept & Visual Language Development:

• Designed a typography-led layout that subtly highlighted natural ingredient messaging without overwhelming the viewer
• Created a stylised presentation of the bak kwa consumption experience — suggesting “enjoy anytime” without loud visuals

Continuous Print Optimization:

• Carefully planned the layout to ensure that no matter where the sachet is cut, the design would remain cohesive and intentional
• Ensured no chopped-off elements by balancing content rhythm across the repeating print system

Cross-Regional Adaptation:

• Adapted the design into a smaller pocket-size sachet format for the Japan market, maintaining the same tone and messaging clarity within tighter space constraints
• Retained aesthetic and visual flow despite the size shift — ensuring brand consistency in both formats

Design Approach

• Ingredient-Led Storytelling: Used bold, clean typography to highlight product purity and quality, letting the words become both message and design
• Subtle Consumption Cue: Crafted a layout that suggested enjoyment and lifestyle without overt imagery — aligning with a more modern, quiet-premium tone
• Systematic Visual Planning: Treated the sachet as part of a continuous design stream, ensuring that each individual cut looked complete and seamless

Outcome

• Delivered a refreshed sachet bag design that better reflects Bee Cheng Hiang’s updated brand image and values
• Created a layout system that works across printing constraints, avoiding visual gaps or cut-off elements
• Successfully adapted the design into a pocket-size format for Japan, maintaining visual integrity in a smaller format
• Reinforced brand messaging around natural ingredients and thoughtful consumption