The Golden Pineapple Brick: Redefining the Taste of Taiwan
“Life is like a box of Taiwanese pineapple cakes—you never know which surprise awaits inside until you open it.”

This project reimagines Taiwan’s most iconic gift, blending two of its most beloved cultural symbols: pineapple cake and milk tea. In doing so, we have created a new type of sensory experience—one that bursts with the familiar spirit of Taiwan while presenting it in a refreshingly unexpected way. A single bite of the pineapple cake, a sip of the rich milk tea, and suddenly, you are immersed in a vibrant, authentic slice of Taiwan.

Our packaging design draws inspiration from two treasured Taiwanese emblems: the pineapple and the gold brick.
The box’s structure emulates the robust, geometric precision of a gold ingot, a nod to both prosperity and craftsmanship. Meanwhile, the shimmering gold finish and the textured detailing echo the lush skin and radiant hue of a ripe Taiwanese pineapple. Together, these elements combine to form a three-dimensional, luminous symbol—an edible artifact that feels at once familiar and strikingly luxurious.

Holding this package is like carrying a piece of Taiwan itself: radiant, weighty, and full of hidden wonder.

Yet, our ambition was not merely to create a beautiful object.
We wanted the experience of opening it to feel like unwrapping a small but meaningful adventure.

Hidden inside each golden brick is a whimsical secret: a curated blind box featuring pineapple cakes from five of Taiwan’s most celebrated artisanal brands. Each piece is randomly selected, ensuring that every unboxing offers a new encounter—new flavors, new stories, new emotions. In this way, the product transforms into a personal journey of discovery, a sensory treasure hunt where sweetness, nostalgia, and surprise are all wrapped into a single, elegant package.

At the very heart of the packaging concept stands a simple, bold symbol: the question mark (?).
This mark is not merely decorative; it has been deliberately woven into the brand identity, representing the sense of playful uncertainty that underpins the entire experience. The question mark challenges the conventional expectations of what a souvenir or traditional dessert should be. It invites curiosity, sparks imagination, and sets the stage for a memorable interaction between the consumer and the brand.

By integrating the question mark into the visual design so prominently, we fuse product aesthetics with a deeper narrative strategy.
The packaging is no longer just a vessel—it becomes an active storyteller, a silent but powerful ambassador for the brand’s core values: joy, mystery, authenticity, and bold reinvention.

The design thinking behind the project extends beyond form and material; it touches every aspect of the consumer experience.
From the moment your eyes catch the golden gleam, to the moment your hands untie the braided cord, to the moment you discover which brand’s pineapple cake hides inside, every step has been carefully orchestrated to elicit emotional resonance. It is a choreography of surprise, nostalgia, and delight.

In this project, brand identity and product experience are inseparably entwined.
The golden box is not just packaging—it is branding you can taste, touch, and remember.

By reinterpreting Taiwan’s signature delicacies through a contemporary lens, we seek to amplify Taiwan’s cultural identity on the global stage.
In a world awash with generic souvenirs, this creation dares to stand out—louder, shinier, prouder.
It turns a simple act of gifting into a moment of discovery, connection, and shared joy.

Heavier than a snack.
Sharper than a memory.
Sweeter than a guess.

The Golden Pineapple Brick encapsulates a bold vision for modern Taiwanese design:
one that honors tradition while fearlessly embracing playful innovation.

This is more than a souvenir.
It is a tribute to the unexpected.
It is a celebration of everything Taiwan represents—rich, spirited, generous, and endlessly surprising.

The Golden Pineapple Brick.
Handle with care. Bite with courage. Discover with wonder.