INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

INDIGO DESIGN WINNER 2026

MERRY MORNING New Year Gift Box

/by CM CORPORATE DESIGN CO.,LTD

Indigo Design Award: MERRY MORNING New Year Gift Box

2026 Agency Winner

Silver Winner in Packaging Design for Graphic Design

Created by:

Lead Designer

CHANG MING HSUAN

Design Company

CM CORPORATE DESIGN CO.,LTD

Credits:

Co-created with SHIMAMI Lemon Tart Specialty Store

Description

This Lunar New Year gift box packaging is designed as a shared festive experience, combining food, play, and reuse. Rather than functioning as a disposable container for sweets, the packaging is conceived as an interactive object that extends beyond consumption, encouraging families to gather, play, and share time together during the holiday. Taiwan is a culturally diverse island shaped by everyday coexistence across different communities. Reflecting this context, the exterior packaging incorporates Taiwanese, a locally rooted spoken language, used as an emotionally familiar element commonly found in family life. The language serves as a cultural texture rather than formal text, reinforcing intimacy and warmth at the moment of gifting and unboxing. Inside the box, a tabletop game adapted from the Vietnamese traditional game Co Ca Ngua is integrated into the packaging structure. As immigrant cultures are an inseparable part of contemporary Taiwanese society, the game introduces a multicultural layer while remaining accessible to all generations during family gatherings. Visually, the packaging references the Lunar New Year zodiac and centers on the horse as its primary motif. Rounded, piggy-bank-inspired character forms are developed to convey abundance, good fortune, and festivity. Circular dot patterns form the core visual system, symbolizing reunion, completeness, and togetherness—values closely associated with Lunar New Year celebrations in Taiwan. Flavor selections of lemon and other citrus varieties inform a bright yellow and orange color palette, expressing freshness and festive warmth. Structurally, the packaging features a three-layer, step-like drawer construction that enhances the unboxing experience and supports reuse as a storage object. The ascending drawer format references the traditional New Year blessing "step-by-step progress", symbolizing continuous growth and rising achievements. Game pieces and dice are designed to be detached from the paper structure and stored directly within the drawers, unifying packaging, play, and storage into a single cohesive system. By integrating structure, visual language, cultural symbolism, and reusability, this project positions packaging not as a temporary shell, but as a lasting festive object—one that carries shared memories and meaning beyond the holiday itself.

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MERRY MORNING New Year Gift Box
MERRY MORNING New Year Gift Box
MERRY MORNING New Year Gift Box
MERRY MORNING New Year Gift Box
MERRY MORNING New Year Gift Box
MERRY MORNING New Year Gift Box
MERRY MORNING New Year Gift Box
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