In celebration of Singapore’s 50th year of nation-building, Bee Cheng Hiang released a limited-edition gift box featuring mini sachets of its iconic bakkwa. This project was both a tribute to the brand’s heritage and a personal opportunity for me to contribute to the visual narrative of Singapore’s cultural identity through design.

My Role

Concept & Art Direction:

• Proposed a nostalgic storytelling approach, transforming the box into a visual time capsule that journeys through Singapore’s past, present, and future
• Selected a 1960s-inspired visual style that evoked the feeling of vintage gift packaging while honoring Bee Cheng Hiang’s roots

Illustration & Visual Design:

Designed the visual composition featuring iconic elements such as:

• Bee Cheng Hiang’s Chinatown storefront
• Botanic Gardens and Gardens by the Bay
• The brand’s historic advertising van — shown traveling through different eras

Embedded cultural touchpoints that resonated both with local audiences and the brand’s legacy

Concept & Art Direction:

• Worked closely with the marketing team to refine the structure, finish, and packaging details
• Adapted the design for use in Bee Cheng Hiang’s South Korea stores, where it was sold as a premium gift box

Design Approach

• Gift Box from the Past: Rather than designing a modern package, I created a retro-inspired “present from the past”, blending Bee Cheng Hiang’s story with Singapore’s milestones
• Symbolic Storytelling: Used illustration as a medium to represent iconic Singapore landmarks and the brand’s journey — led by the vintage BCH van across time
• Celebratory with Heart: Rooted the design in warmth, pride, and familiarity, making it suitable for gifting while celebrating the shared identity of a nation and a heritage brand

Outcome

• Delivered a meaningful and visually rich gift box for SG50, blending national pride with brand heritage
• Adapted successfully for the Korean market, reinforcing Bee Cheng Hiang’s cross-cultural appeal
• Created a packaging narrative that became more than just a product — it became a souvenir of shared history