CHALLENGE

For this project, we set out to elevate the Tim Tam experience through premium, festive packaging created for two key occasions: Valentine’s Day in Japan and Lunar New Year in China. The objective was to craft a distinctive gifting experience that resonates with affluent consumers in each market, while strengthening brand visibility and desire during these culturally significant celebrations.

SOLUTION

Inspired by Tim Tam’s iconic layers of chocolate, cream, and biscuit, the concept centres on the idea of "layers" as a metaphor for depth, indulgence, and emotion. Guided by cultural insights, each design was tailored to reflect its market’s unique symbolism.For Japan, the packaging takes cues from the intimacy of a handwritten love letter—elegant, romantic, and subtly playful to capture the charm of Valentine’s gifting. In contrast, the Lunar New Year edition for China leans into a rich, opulent visual language, expressing prosperity, good fortune, and the joy of festive sharing.

Together, the designs deliver a luxurious, culturally attuned Tim Tam experience crafted for moments of celebration.

Selected early explorations that shaped the visual foundation and informed the final design direction.