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Booth Number: E-12

“Taste of Fortune” is built upon the core concept that “Taiwan’s most flavorful snacks are not defined by brands, but by culture.” The project carefully selects nine traditional Taiwanese snacks, each carrying unique blessings, symbolic meanings, and cultural stories, transforming them into exclusive totems that integrate brand identity, packaging design, and an interactive website to create a complete brand experience that bridges cultural heritage with modern reinterpretation.

In terms of packaging design, the small boxes adopt a rigid lid-and-base structure, creating a gift-like unboxing experience that enhances ritual and emotional engagement. Inside, an interactive fortune wheel allows users to connect totem elements with their symbolic meanings, offering a deeper understanding of the cultural blessings behind each snack. Beyond functioning solely as food packaging, the inner structure is further transformed into a window-lantern design inspired by traditional Taiwanese window patterns. By combining these iconic cultural motifs with snack totems, the packaging gains a second life as a decorative lamp after consumption, increasing sustainability through reuse while preserving traditional snack culture as part of everyday life rather than disposable packaging.

To further strengthen interactivity and enjoyment, we designed a large punch-box experience that deconstructs and recombines elements from all nine snack totems. Paired with a window-pattern sleeve and modern geometric design language, this creates a layered, ceremonial, and gift-oriented interactive experience, allowing the brand to expand beyond visual design into playful participation and cultural exploration.

On the digital side, the interactive website features a snack fortune wheel on its homepage, where users can spin to discover “Which snack suits today?” and receive a personalized snack fortune slip. Users can then further explore each snack’s totem design, symbolic blessings, and cultural story, transforming traditional snacks from mere taste experiences into engaging gateways for understanding Taiwanese culture and symbolic traditions.

By integrating brand identity, packaging design, interactive digital experiences, and sustainable reuse, “Taste of Fortune” successfully reinterprets Taiwanese traditional snacks in a modern, lively, and culturally warm way. Through this project, these blessing-filled cultural symbols are not only rediscovered, but are also continuously woven into contemporary life, preserved, and passed on to future generations.