Design: AAOO STUDIO
Location: Taiwan
Project Type: Produced
Client: AAOO STUDIO
Product Launch Location: Asia
Packaging Contents: Card
Packaging Substrate / Materials: Paper
Printing Process: Flexography

In Chinese culture, the New Year not only symbolizes a new beginning, but also reflects on the past year to meet new challenges.

Ox is the Chinese zodiac animal of 2021, and the ox also holds an important place in Taiwan’s traditional culture.

In agrarian societies, people need a lot of labor to work to achieve higher crop yields. In the absence of mechanical labor, the traits cattle possess – endurance, diligence, and strength – perfectly match human needs. In order to appreciate the hard work of cattle, it is customary in traditional Taiwanese society not to eat beef.

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