Agency: A Paper Creative
Creative Director: CheeHaw Choong
Art Director: Jacob Ng
Designer: XueTing Yong
Copywriter: CheeHaw Choong
Printer: Idealmage Services
Location: Malaysia
Project Type: Produced
Client: Qualiven Trading
Product Launch Location: China
Packaging Contents: Instant Coffee
Packaging Substrate / Materials: Paper, Plastic
Printing Process: Digital Printing, Gold Stamping

醒醒咖啡 (醒醒 “wake” and 咖啡 “coffee”) reads xǐng xǐng kā fēi in mandarin, is an instant coffee brand with natural enhancers mixed into it to improve love performance. With the target market being Chinese middle to senior aged men, a dragon is used as the Chinese believe and calls themselves the descendants of this majestic animal where it is used metaphorically to show a sleeping dragon before revealing an awaken dragon as you open up the box. The dragon lying amidst the mountainous terrain visuals formed by dots using pointillism technique forming beautifully intricate details against a bright red background which is one of the Chinese people’s cultural and favourite colour accompanied by beige and gold which are also implemented into the sachet and box packaging design using solid premium paper to give it a overall luxurious feeling with a double deck compartment.

What’s Unique? The box packaging design implements a glue-less folding technique that reduces material usage like glue.

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