My boss described her preference as "classy, but not too expensive," which initially felt vague and challenging to interpret. By analyzing their previous posts and understanding their target market, I focused on combining textures and effects, establishing a clear visual flow, and experimenting with custom typography to convey a cohesive theme and highlight the product. The goal was to create a design that immediately captures attention and is easily understood at a glance.
Adjusting to the Taiwanese design style—known for its loud, compact, and effect-heavy aesthetic—was a significant challenge. I often struggled to meet my boss’s expectations on the first try, but these experiences taught me how to actively seek and effectively apply feedback. Through this process, I gained valuable insights into Chinese typography and developed a deep interest in using it as a storytelling tool.
They were planning to launch three types of juice for the summer, which the flavours were: Pineapple, Mango, and Pomelo juice, some of the famous fruits grown in Taiwan. While this was an exciting project to showcase my design skills, there was a lot of restrictions and requirements. The project was incomplete when I left.
The requirements were:
- The packaging has to cover the bottle entirely to block the sunlight
- A summer theme across three bottles
- Highlight Taiwan
- It's not 100% juice, but still highlight the amount of fruit juice contained
- The fruit has to be the main focus, show pulps
Not much time and instruction were given with this project (only a month), so I had to dive straight into creating something.
Brainstorm 🧠💭💡
Some of the key themes I identified were Refreshing, Healthy, and Tropical. The moodboard was divided into two main styles: Western and Japanese. Western designs emphasize excitement and tropical vibes through simple composition, bold colors, and large shapes, often showcasing the actual juice content more prominently. In contrast, Japanese designs focus on composition and the harmony between elements. I was particularly drawn to the patterns and color schemes in the three Suntory juice designs (bottom left). They tell a story—capturing a specific moment in life—and their connection with the fruit adds depth and meaning to the design.
An image of the pomelo juice sample and a competitor's juice packaging featuring the same three flavors.
First Iteration & Problem
Using the package template provided by the factory, the initial concept aimed to highlight the fruit, pulp, and juice splash. However, choosing the right colors proved challenging, as the hues of pineapple and mango were quite similar. The pomelo design was further delayed due to difficulties in selecting a suitable color—while pomelo has a yellowish-green hue, green itself isn't typically perceived as appetizing. Additionally, the juice samples appeared murky and dull, making them less visually appealing.
Perhaps you are wondering why it looked very different from the designs in the mood board. I did explore different iterations, including trendy modern patterns, a summer night color palette, and hand-drawn illustrations, but these were ultimately rejected by my boss. Unfortunately, I couldn't showcase them here due to file corruption.
Second Iteration
After the first iteration was rejected, the second version was created based on additional reference AI images from my boss, who requested a direct replication of the top right image. She wanted to emphasize the juice flowing across the bottle. The image shown above is an incomplete version, which is why it appears quite basic. To be honest, I felt it looked worse than the first iteration.
The project remains incomplete as I had to cut the internship short due to a family emergency.
This was my first time working in Taiwan after immigrating to Canada many years ago, and it was both a valuable learning experience and a cultural shock. Rather than learning about the design process from the senior designer, I was learning more from the toxic environment. The work culture at Jinbo was characterized by vague instructions, harsh feedback without suggestions for improvement, and unnecessary overtime and after-work events. Although I had mentally prepared myself, the toxicity significantly impacted my self-confidence, and I still feel its effects today. The main challenges were adjusting my mentality, maintaining a forward-moving mindset, and finding ways to achieve work-life balance.
