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PIN is a creative cookies brand with a unique Asian twist, ranging from savoury flavours of scallion chicken and chilli shrimps, to fragrant bites such as red dates and ginseng raisins. In our collaboration with the client, we were commissioned to spearhead the brand direction and create the logo design, brand identity, copywriting and packaging designs for the brand.
PIN, in Chinese means ‘to savour’, and is written as ‘品’. Interestingly, the character visually looks like three stacked cubes, hence in the logo design, we placed the English characters ‘PIN’ into the Chinese character ‘品’ to create a logo design that reads simultaneously in both languages.
In the series of eight unique cookies flavours, the packaging designs further extends the cube concept, in which ingredients are whimsically illustrated to take centre stage on shapes of cubes, bursting in colour and vibrancy.
In-store, the box packaging are displayed in groups of 3 boxes, always two at the bottom and one at the top, resembling the brand name ‘品’. The duo giftbox takes form in the same stacked structure, similar to a traditional Asian lunchbox, revealing the embossed, knitted pattern at the side of the boxes, weaving together the brand name ‘品’ in a bamboo style, celebrating a historical aspect of Asian culture.
Since the brand launch in July 2019, the packaging designs have became an integral and symbolic part of the offline shop interior and brand experience. Our client has shared raving positive responses from their customers on the packaging design, which has also attracted premium supermarkets and shops to collaborate together, resulting in a continuous growth in sales.