Ai Yi Jia Qin is a non-profit education foundation inspired by the benevolence of the Buddha. Its Chinese name means “family of love”. The foundation markets high-quality food products in order to help underprivileged students and families. To bridge the gap between the general public and traditional religion, contemporary techniques are used. The name of the bodhisattva Amitabha was abbreviated to AMTB to trans- form these letters into an icon, forming the shape of a house. The packaging system is comprised of brightly coloured geometric shapes to distinguish different products.