Yuexin Huo


Design Brief
Think about a hypothetical company selling a specific line of products. Design the packages of the products as well as their identity. Only use E-flute cardboard as the packaging material.

The company would be producing and selling traditional Chinese snacks originated from the Wu Commandery, and the specific product line that would be focused on is traditional beancakes.

Target Customers
The beancake product line would be stretching to both domestic (Chinese) and international markets but this package iteration is based on the U.S. market. In this case, customers are mainly people with Chinese culture backgrounds as well as Chinese temporarily staying in the U.S. like students. Because traditional Chinese bean cakes are hard to come by in the U.S. and only lower-end products are found, this product also aims at providing a mid to high-end product choices for customers to fill the gap in the market.

The Company
WUJUN, as the name of the company, indicates the Wu Commandery, and PAVILION indicates it's aimed to be the best one in the industry. The form of the logo comes from vernacular ancient Chinese scripts combined with modern radicals. Because the Wu Commandery is known for its copmlex river systems, I chose to include two curvy arms at the left which resemble the water radicals in Chinese characters and the overall form resembles the idea of accommodation and pavilion.

The Bean Cakes
The bean cake product line includes four different flavors differetiated by their colors: Mung Bean Cake (green-bean cake), Soybean Cake (yellow-bean cake), Adzuki Bean Cake (red-bean cake), and Mixed-Ingredient Cake (cake with eight treasures.) The product names are spray painted with flourescent paints to give a bright look. Each package would have 12 small cakes of different surface patterns, which are laser-cut on the package for their visual presentations. Product information is UV-printed on the front and back of the packages.

Package Design

Usual forms of traditional Chinese beancakes.
Early explorations of logoforms.
3D renders of the beancakes to aid the design process.
Visual mockups of the product before final productions.
Near Perfect Registration.
Scored folding lines.
Yellow paint masks.
Spray-painting flourescent red.

Bean Cakes Package Design


Design Brief
Design a package for Federschwert V4, a training longsword for Historical European Martial Art (HEMA) practitioners. The package should be reuseable after it is unpacked, and it should show the essential information about the product.

Federschwert means Feather Sword in German, and it was used for describing a certain type of training longsword from 5 centuries ago.

As a synthetic training sword, it sits on the lower-end of the market since they are mostly used by HEMA beginners due to the fact that it hits softer than steel training swords. Synthetic trainers are less durable in general, so they are expected to be discarded after several years of use.

The Package
An accurate rendering of the sword as well as its essential information are shown on the front of the package. On the back, sword terminologies and other products in the same product line are displayed.

The inside of the package provides a cutting pattern graph aiding people practice cuttings. Hanging hooks and stickers are also provided to hang the piece up on the wall. The package would also act as a hanger for the sword for easier storages of the sword.

Package Design

The original product as well as its essential information. The product comes in very rudimentary packages with no information labled.
Finished vinyals on the front package.
Pealing off vinyal stickers.
Struggling on vinyal stickers.
Finished off stickers.
Pealing off vinyal stickers.
Some warpped lines.
Checking if the stickers are well registered.

Federschwert V4 Package


Design Brief
Redesign the label for this olive oil for better aesthetics and easier reading of information. Expand the product line and design a label for another flavor.

The original design doesn't hold an edge in graphics as well as typography, as it is quite hard to get all the essential information on the first glance.

The Challenge
Large amount of information; unconventional space to work with (narrow, squared bottle); large number of hierarchies including product name (Extra Virgin Olive Oil), brand (365 Everyday Value), product line (Organic), flavor (Mediterranean Blend / Italian), property (Cold Pressed), and volume (1L).

The Label
The new design is aimed to emphasize on the organic and green aspects which this product is marketed for, so green is kept in the color palette. However, black, gold, and white is added to the new color palette to resemble the prestige feelings.

A humanistic serif typeface, Monarcha, with vivid and organic letterforms is chosen for the natural feelings. Plus, a simplier sans-serif face, Frutiger, is chosen for displaying small and dense texts.

An image of olives in the center separates information into the upper part and the lower part for different hierarchies. The different color palettes of the two images further help differentiate the flavors.

Package Design

Original label design for the olive oil. Visual hierarchies are confusing and it's hard to extract important information. The aesthetics also have rooms for improvements.
Explorations of type choices with examples.
Explorations of the label design. Different information structures as well as formal qualities are explored.

Extra Virgin Olive Oil Redesign

back to top

Ⓒ Yuexin Huo All Rights Reserved