The Mini EZ series is a convenient, vacuum-packed bak kwa product designed for easy sharing and snacking on the go. This project involved creating a new packaging system for two SKUs — the 150g box (for 7-Eleven Singapore) and the 380g box (for South Korea online retail platforms like Coupang and GMarket).

As a branding-led packaging project, I worked closely with Bee Cheng Hiang’s teams in Singapore, South Korea, and Japan to build a scalable visual identity system that could adapt to regional requirements and future expansion.

My Role

Packaging System Design:

• Developed a flexible layout structure that could accommodate different pack sizes, content lengths, and multi-language needs
• Created design assets that retained brand consistency, while allowing room for flavour-based differentiation and local regulation compliance

Cross-Regional Coordination:

• Worked with the Korean team to ensure packaging met local food labeling regulations
• Adjusted copy layout and font hierarchy for Korean, Chinese, and English to maintain consistency across markets

Image Editing & Mockups:

• Retouched and adjusted product visuals for flavours that lacked high-quality imagery
• Produced multiple prototypes during stakeholder discussions to test color accuracy, alignment, and finishing

Color System & Future Planning:

• Refreshed and refined existing Mini EZ colour codes to match flavour identities
• Proposed an extended color system for future variants, allowing for faster deployment and consistent brand alignment

Design Strategy

Color Adaptation:

• Built on the existing Mini EZ color palette with refreshed tones to create visual vibrancy and intuitive flavour recognition

Modern Layout with Heritage Touches:

• Applied a clean, minimal layout enhanced with dynamic brush stroke motifs, creating an inviting feel while paying tribute to the brand’s heritage

Scalable Identity System:

• Defined a consistent structure with primary and secondary product fonts, balancing clarity and flexibility
• Designed for smooth adaptation across languages, ensuring visual flow and typographic hierarchy were preserved

Outcome

• Created a cohesive and adaptable packaging system that works across multiple sizes, markets, and languages
• 150g Mini EZ product launched in 7-Eleven stores in Singapore
• 380g Mini EZ product launched in South Korea via Coupang and GMarket
• Developed a color-coded system to support future product expansion with minimal redesign effort
• Successfully aligned visuals, text, and print production across Singapore, Japan, and South Korea markets