Food Packaging

E-G-Sain 2014 Chinese New Year

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The year 2014 was the year of the horse in the Chinese lunar calendar. E-G-Sain, an Asian dessert pastry brand, took this occasion to create a 2014 Golden Horse Year edition for its pastry boxes. For this, the designers of the packaging delved into the history of horses in Asia, going back to the time of the great Tang dynasty, when horses were worshipped and praised. The boxes show excerpts of historical renderings of horses owned by emperors and celebrated by poets. The design concept pays tribute to a cultural and artistic tradition while, at the same time, catering to a rather thoughtful and modern sensibility.

  • Client:
    E-G-Sain Co., Ltd., Taipei
  • Design:
    MURA, Taichung City
  • Creative Direction:
    Tom Kuo Hwa Chen, Johnny Chang
  • Graphic Design:
    Ssu Ying Pan, Oli Syu
  • Text:
    Misha Chiang