A Dream Life Dried Fruit: Inspirational, Quirky, AND Healthy

SunnyGoGo, a dried fruit brand based in Taiwan, released a new line called A Dream Life. When they approached K9 Design and Tsubaki Studio for rebranding purposes, they stressed how much they wanted to stand out from the competition with an unconventional and bright look.

Whimsically formatted with hues of pinks, yellows, and greens, this packaging takes a bold approach to the otherwise traditional labels consistently used in the dried fruit industry. A quaint and simplistic sunbeam emblem gets featured among the clustered, eccentric text.

A chaotic year has changed the world and people seem to have lost their hopes and dreams. For this reason, the bright colors symbolize hope, while the inspiring words serve as a motivating force. I look forward to a good start to next year, with pure happiness and hopeful progress. I shall also uphold the faith and, through my design,  pass along this positive energy to everyone around me. I wish to inspire the world with bright colors and remind them to continue chasing their dreams. 

Dried fruits appeared in Mesopotamia more than 4,000 years ago. In Asia, dried fruit products are very diverse. Under such circumstances, dried fruit companies have fierce competition in terms of attracting customers and gaining publicity. There exists a huge variety of packaging designs and advertisements for dry brands. Usually the brand images are more conservative and traditional, creating a realistic visual presentation of fruits. Our customer, SunnyGoGo, manufactured and sold in Taiwan's army dried fruit, asked us to create a "unique" packaging design for this product.

We put forward an avant-garde concept and monopolized the dried fruit market through modern art and design. That is, the planners of this dried fruit brand believe that "art" and "ideas" are unique, and hope that they can always lead the direction of the dried fruit industry. 

Yellow and fluorescent pink are the main colors of this packaging, because we believe that these colors exude magic, light, hope, and are reminiscent of art. Keep in mind that these colors and the respective text design must be coordinated. As a decorative detail, we decided to use embossing to increase the level in some areas of the box, and use the hot stamping effect to achieve more effects.