CASE STUDY
Aronia Festive
Box Packaging
CLIENT
Cheong Kwan JangROLES
Art DirectionDesign
BRIEF
To build on the positive sentiment of year end festivities, Cheong Kwan Jang wants to position itself as a viable gift option while championing its hero product from its GoodBase range — the (very tasty) Korean Red Ginseng with Aronia drink.SOLUTION
As a premium Korean Red Ginseng brand, Cheong Kwan Jang’s packaging tends to be polished and muted. However, GoodBase, its more casual range, is often positioned as a gateway to the brand’s (more bitter) range of products. I decided to capitalize on that and have fun with this limited edition packaging by turning to expressive typography, bold colours, and fun shapes to spread some festive cheer.Note: This limited edition release is part of Cheong Kwan Jang’s Q4 Gifting Campaign.
[1]Large Box Sleeve Design
[2]Small Box Sleeve Design
Your Gifts, Personalized
Each box of Korean Red Ginseng with Aronia comes with three smaller boxes — perfectly sized for festive gifting needs.
Of course, we had to include a customizable field on the small box that allows the gifter a personalized gifting experience. All to let your recipient to know: this is specially for you!
[3]Social Media Posts
Process/Unused Options ↘
[4]Social Media Extensions for Q4 Gifting Campaign
Social Media
↸ Click on any of the 12 squares above to see them live!
The clients liked the packaging’s outcome and requested for a social extension to a series of giveaways.
The clients liked the packaging’s outcome and requested for a social extension to a series of giveaways.
With a series named 12 Days of Gifting,
I came up with an advent calendar concept with a “box opening” animation to invite viewers to participate in the giveaway.