Emergence
What I did
Visual Identity
Packaging Design
Industry
Confectionery · Entertainment
Timeline
4 weeks
Emergence is a fictional ginger candy brand inspired by the action-comedy film Kung Fu Hustle. The concept takes inspiration from the main character’s journey—starting off as an unsure and struggling person, and eventually transforming into a powerful martial arts master. That’s where the butterfly comes in. In many cultures, butterflies represent change, growth, and rebirth. The butterfly-shaped packaging is a symbol of the main character’s transformation—his “emergence” into who he was truly meant to be.
Dieline of the packaging.
The sleeve of the packaging.
Butterfly design explorations.
Visual style explorations.
“Kung Fu Hustle” and an important scene in the movie - the butterfly.