Starbucks KU-KEE | Limited Edition Gift Box designed to celebrate the Chinese New Year of the Ox.
Inspired by the traditional Chinese concept of 合 (Hé meaning melting), which combines the harmonious circle with the lawful square, the simple and clean rectangular outer packaging has a traditional circular latch fastened by a stylized ox. The ox charm can be worn by using the leather string nestled in a red envelope inside. The unexpected combination of colours (deep red and gold with a fresh, neon turquoise) makes the packages attractive to both adult and younger customers.
The cookie box design follows the principle: one flavour = one city/region.
Colours and graphic elements remind of the city and the flavours they belong to. E.g. the Spicy Nougat cookies are linked to Sichuan, with its chilly and panda elements; Eight Treasures flavoured cookies is linked to Shanghai, with its Pearl Tower and Art Deco’ style, etc.
Each cookie is individually wrapped and printed in hot gold foil. This makes the experience, from the opening of the outer box to the opening of the single cookie pack very premium and ritual.
Client: Starbucks
Creative Direction: Niccoli.Design