My Role

Illustration & Asset Creation:

Designed a full set of custom visuals, including:

• A pair of minimalist-style rats, refined through multiple iterations and internal feedback
• BCH-branded auspicious coins to bring symbolic meaning and brand reinforcement
• Custom Chinese New Year greetings in stylised calligraphy, refined collaboratively for year of the rats

Die-Cut Integration:

• Worked closely with the product manager to incorporate a functional die-cut window into the wrapper, allowing customers to see the product’s flavor through the packaging without unwrapping
• Aligned the die-cut seamlessly into the overall graphic layout, so it felt integrated rather than disruptive

Print Production & Format Handling:

• Coordinated with the production team to ensure accurate print finishing
• Prepared artwork for two box sizes (small and medium), making sure the design wrapped well and displayed cohesively in-store

Retail & Display Consideration:

• Designed for both aesthetic impact when wrapped and strong shelf presence when boxes were placed side by side

Design Approach

• Minimalist Premium Festivity: Balanced simplicity with richness, creating a refined yet celebratory design that stood out without overwhelming
• Flexible Branding Application: Left ample space for corporate labelling while still ensuring the design looked complete as a standalone piece
• User-Informed Iteration: Final rat and greeting visuals were developed through internal testing and collaborative feedback, making sure they resonated across age groups
• Function-Driven Visual Layout: Treated practical features like the die-cut window as an intentional design element, not an afterthought

Outcome

• Delivered a festive, flexible, and high-quality wrapper that enhanced Bee Cheng Hiang’s retail and gifting experiencefor Chinese New Year
• Created an elegant design that balanced brand storytelling, functionality, and festive aesthetics
• Successfully rolled out across two box formats, used in both corporate gifting and retail displays
• Helped elevate BCH’s shelf presence with a thoughtful wrapper that stood out during CNY season