In Taiwanese culture, pineapple cake isn’t just a sweet snack. More than just a tart, it is a popular gift among the locals or a souvenir that tourists gladly take home after visiting Taiwan. It is a sweet expression of the country’s culture and values and an important gift-giving ritual amongst the locals, as they offer it during the country’s biggest holidays. Commonly consumed with tea, the pineapple cake has gradually become part of a combo, increasingly paired with tea in modern Taiwanese culture.
For its Golden Pineapple Brick, the award-winning bubble tea and boba tea shop ODD ONE OUT (OOO Tea) set out to indulge not only consumers’ taste buds but also their eyes. Together with Lung-Hao Chiang, the brand worked on a packaging design that unlocks Taiwan’s richness via a blend of cultural symbols and emblems.
The project reimagines the Asian country’s iconic gift, the pineapple cake, by mixing it with yet another symbol, the milk tea. By choosing to do so, a new sensory experience emerges, where Taiwan’s traditional essence is illustrated through modern lenses. As the designer puts it, “A bite and a sip, and the spirit of Taiwan comes alive.”
Unboxing the luxurious packaging surprises consumers with a selection of cakes from five top Taiwanese brands. And while we can only guess how delicious these treats must be, we’ll stick to unwrapping the actual packaging and explore the inspiration behind the design.
Resembling a gold ingot, the box is more than just a shiny structure. It alludes to Taiwan’s beliefs in luck, wealth, prosperity, and good fortune. On top of the box lies a meticulously crafted 3D detail, specially designed to mirror the silhouette of a pineapple fruit.
The question mark embellishing the box surrounds the unboxing experience in mystery. Designed to spark curiosity, the thoughtful detail is a visual statement of the brand’s spirit, inviting consumers to explore what lies within each box. By weaving the symbol into the visual design, the brand strengthens the bond between itself and the audience, encouraging them to engage not only with the product but with the story behind it as well.
With a packaging design that is more than merely a simple box, the Taipei-based art director and graphic designer redefines one of the country’s most popular souvenirs, turning the Golden Pineapple Brick into a memorable gift that goes beyond just a snack. “It’s a tribute to Taiwan’s richness, creativity, and endless surprises.”
CREDITS
Brand: ODD ONE OUT (OOO Tea)
Product Concept: Ya-Ju Chan, Lung-Hao Chiang
Design: Lung-Hao Chiang
Photography: Hang-Rong Lee
Copy: Lung-Hao Chiang, Ya-Ju Chan
