For the 2021 Chinese New Year season, themed after the Year of the Ox, I was tasked with designing a limited-edition wrapper for 美珍香 Bee Cheng Hiang’s vacuum-packed bak kwa gift boxes. The wrapper was created for both retail display and corporate gifting, and needed to strike a balance between traditional elegance and modern minimalism.

My Role

Illustration & Visual Development:

• Designed a custom single ox character inspired by traditional Chinese brush painting, conveying strength and elegance through minimal strokes
• Iterated multiple ox sketches to achieve the right balance of fluidity and boldness, mimicking hand-painted calligraphy

Print Enhancement & Hotstamp Finishing:

• Worked closely with the product manager and printer to fine-tune hotstamp placement on the brushstroke elements, ensuring the metallic finish followed the curves naturally without overpowering the artwork
• Considered how the foil stamping would interact with paper texture and folding, especially around edges and die-cut areas

Typography & Visual Balance:

• Integrated a custom calligraphy-style Chinese greeting alongside the ox, aligning both elements harmoniously
• Ensured the design remained visually impactful even after the wrapper was folded around different box sizes

Retail & Gifting Application:

• Left space for corporate labeling and ensured the wrapper presented well both on-shelf and as a standalone gift

Image below shows the initial draft proposal during early design development.

Design Approach

• Minimalist Cultural Elegance: Focused on a single, expressive ox illustration that carried symbolic weight while maintaining design restraint
• Hotstamp as Highlight: Treated foil stamping as an extension of the brushstroke, adding richness without disrupting the organic flow
• Functional Beauty: Balanced festive flair with structural considerations — making sure the design aligned across folds and maintained legibility at all visible angles
• Consistency with Innovation: Built upon previous years’ packaging identity while introducing new visual direction and production details

Outcome

• Delivered a sophisticated and culturally resonant wrapper that stood out during the Chinese New Year gifting season
• Achieved a premium finish by integrating hotstamp into the design without compromising the natural brushstroke feel
• Maintained brand storytelling and gifting usability across multiple box sizes and use cases
• Continued Bee Cheng Hiang’s tradition of turning packaging into a meaningful festive experience