喝喝茶乖乖聯名包裝

宏侑設計榮獲2025法國設計獎（French Design Awards）銀獎 在來自全球近 36 個國家、數千件設計作品 同場競技的舞台上， 宏侑設計以 「乖乖 × 喝喝茶」聯名包裝設計 脫穎而出，榮獲國際評審肯定。 此案為台灣經典餅乾品牌「乖乖（Kuai Kuai）」與日月潭紅茶品牌「喝喝茶（Hohocha）」的聯名系列包裝設計案。團隊以融合在地自然地景、重塑經典包裝為設計核心，將日月潭的自然風貌與文化記憶轉譯為直觀的視覺語言。透過細膩的繪畫風格、色彩層次與敘事構圖，使零食包裝超越產品本身的價值，轉化為一場啟動記憶與情感的多重感官體驗。藉此，不僅能吸引首次接觸者的好奇，獲得品牌愛好者的認同，更能為品牌注入深厚的文化價值，拓展品牌在市場上的長遠影響力

 獲獎連結：https://frenchdesignawards.com/winner-info.php?id=3428

This project is a collaborative packaging design between Taiwan’s iconic snack brand Kuai Kuai and the renowned Sun Moon Lake black tea brand Hohocha. The design centers on reinterpreting classic packaging through the lens of local landscape and cultural memory, transforming the natural scenery of Sun Moon Lake into an intuitive visual language. By combining detailed illustration, layered color palettes, and narrative composition, the packaging elevates the snack beyond a mere product—offering a multi-sensory experience that evokes both memory and affection. This approach not only sparks curiosity in first-time customers and deepens brand loyalty among existing fans, but also infuses the brand with rich cultural significance, extending its long-term presence in the marketplace. The visual journey begins with a bird’s-eye view from a gondola ride over Sun Moon Lake, weaving together landmark sceneries such as Wenwu Temple, the Nine Frogs, local tea plantations, and streetscapes, creating a uniquely Taiwanese narrative across the packaging. With attention to visual flow and spatial layering, the design places each iconic location in carefully composed harmony, allowing consumers to immerse themselves in a sensory story that resonates with local identity and enhances the brand’s emotional connection. More than just a wrapper, the packaging becomes a captivating storyteller of Taiwan’s land and culture. By embedding the essence of Sun Moon Lake’s natural and cultural heritage, the design transforms the product into a medium for conveying brand values—one that awakens local pride, reinforces regional identity, and invites consumers to cherish Taiwan’s natural and cultural treasures. Through visual storytelling, the packaging becomes a bridge between product and place, as well as a vehicle for the brand’s commitment to cultural and environmental sustainability.