XUAN MA

Branding & Packaging


The project aims to bring a simple egg-yolk puff a vivid personality. It could be lively, dramatic, and full of fun and discoveries. Therefore, we came to the conclusion of the imagery of a panda, a monkey, a dragon, and a dancing lion interacting with a red egg-yolk puff. The expressions of the animals take inspiration from the facial expressions of Chinese opera performers, which could also spark audience’s curiosity – is the red egg-yolk puff a nose or something else? The central focus of the packaging, the red egg-yolk puff, leaves space for imagination and brings unique impression, which directly speaks to the dedication of Xuanma on making the best egg-yolk puff.


赋予一枚蛋黄酥多样化的性格和内涵,它是有趣的、生动的,甚至是戏剧化的,于是就有了大熊猫、猴、龙、醒狮这四种元素与蛋黄酥互动的画面,这其中吸取了中国戏剧人物在表演时的脸部神态变化作为设计灵感;“红点”蛋黄酥是鼻子还是其他?这一画面中心给人留下联想空间与独特记忆;从中体现了轩妈是一家专注做蛋黄酥的品牌。