Sun Cake des Rois

Eune Lu

Elevating Global Brands with Strategic Design —
Ready to collaborate internationally, building
systems that scale across cultures.
more info

Selected Works

1. Kdan Corporate Brand Evolution
Brand Identity Design
2. Sun Cake des Rois
Packaging Design
3. AFC Vitamin C1000 Packaging Design

4. Gamania Brand Tag Brand Experience, Internal Branding
5. Green Game Earth Gifting Brand Experience, Internal Branding,
Packaging Design
6. Corporate DNA Exhibition
Brand Experience, Internal Branding,
Exhibition Design

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Sun Cake des Rois

Project Summary

Transformed Ruyi Sun Cake from traditional Taiwanese pastry into a premium cultural gift through strategic packaging design that bridges Eastern and Western luxury traditions. The project elevated brand positioning while creating an immersive unboxing experience that drives social engagement and justifies premium pricing.

Strategic Challenge

Elevate traditional Taiwanese sun cake from commodity to premium cultural gift through packaging innovation for André Chiang collaboration.

Design Strategy

Taiwanese heritage meets French elegance - translating the pastry's 120-layer craftsmanship into experiential packaging that transforms consumption into cultural ceremony.

Core Objective

Position sun cake as luxury cultural ambassador bridging East and West, worthy of international diplomatic presentation.

Packaging Concept Strategy |
Local × Luxe Party

Rooted in East-meets-West philosophy, the design draws from Qing dynasty export paintings and Baroque court aesthetics. Every visual element—from architectural facades blending cultural motifs to classical figures in lush garden landscapes—creates a cross-cultural royal celebration that justifies premium positioning through storytelling depth.

Packaging Experience Design |
From Invitation to Celebration

Inspired by the sun cake's 120-layer structure, packaging unfolds progressively: Tote Bag → Architectural Sleeve → Blooming Box → Individual Sachets. Each layer builds anticipation while revealing cultural narrative, transforming product purchase into experiential journey.

Tote Bag Design｜
An Invitation to the First Scene of Exploration

Symmetrical architectural facade creates mysterious invitation, with double-sided design revealing different characters and botanical elements. Functions as both packaging and reusable brand touchpoint.

Architectural Sleeve Design |
A Grand Façade that Wraps the Story

Inspired by Taichung's colonial mansions, blends symmetrical forms with French-style windows. Each window frames a narrative scene, guiding viewers into the cultural fusion story.

Blooming Box Design｜
A Staged Fantasy in Full Bloom

Spiral unfolding mechanism mirrors sun and pastry layers, symbolizing warmth and celebration. Engineering innovation creates memorable unboxing moment that encourages social sharing.

The Hidden King,
Porcelain Figures,
and Mythical Beasts

Across the illustrated box, Qing Dynasty export figures meet Baroque courtiers, each portrayed like a porcelain doll quietly hidden in plain sight. Among them, mythical beasts wander freely, blurring the lines between cultures and time.

Somewhere in this fantastical world lies Chef André—the hidden king. Inspired by the Galette des Rois tradition, his presence invites a playful game of discovery. Spot him, and you become the king.

The Staircase Theatre

Central architectural element connects Eastern and Western visual scenes, creating continuous narrative when multiple boxes are stacked together.

Inner Packaging Design

Individual sachets feature stacked sun cake imagery with embossed message: "Let the flavors tell you a story." Completes the narrative journey from exterior invitation to final consumption.

Color Palette

Crème Light
Inspired by the rich, delicate almond butter filling at the heart of the sun cake—warm, smooth, and comforting.

Baroque Green
A deep, luxurious green that echoes the elegance and opulence of Baroque aesthetics.

Golden Sunlight
The shimmer of gold foil and sunlight during festive moments—symbolizing the radiant spirit of a new era.

Impact & Results

Commercial Success

Achieved 300–500% premium pricing through strategic visual positioning that translated Michelin-starred collaboration into luxury cultural experience.
Packaging design recognized as "product highlight" by major media, with Esquire noting "every detail is amazing" and WalkerLand praising the "flower petal box structure with ceremonial elegance".

Cultural Impact

Generated coverage across 15+ diverse publications (UDN, Tatler Asia, Esquire, design blogs), proving design's cross-audience appeal.
The design’s cultural storytelling, rooted in depth and craftsmanship, resonated internationally—leading chef James Cheng’s team to select it as a diplomatic gift to chef Edward Lee, reinforcing its role as a visual ambassador of Taiwan.

Design Recognition

Multi-layered unboxing structure enhanced social media content value, with 7+ creators featuring the ceremonial opening experience.
Integrated cultural narrative elements (hidden illustrations, symbolic motifs) that transform packaging into interactive storytelling medium.

Visual Development Process

Designer’s Reflection

The breakthrough came when I reinterpreted the sun cake's 120-layer craftsmanship—not just as Ruyi's championship-level artistry, but as inspiration for creating an emotional arc through packaging. Each layer of unboxing should correspond to a different feeling: curiosity, anticipation, to final delight. Participating in strategic ideation and creative direction, I led the development of the spiral blooming mechanism from this insight, making the unboxing experience mirror the layered tasting journey itself.

As lead designer, I integrated the complete packaging system, color strategy, and production specifications. My greatest challenge was achieving international luxury standards. I led the entire development process from color research and layout composition to structural simulation—a transformation from "visual aesthetics" to "emotional experience." Through close collaboration with our illustrator and continuous discussions with the creative director on character placement, architectural details, color balance, and box construction, we progressively elevated the overall quality to premium standards.

When the design gained international media coverage and became a diplomatic gift, it proved how strategic design thinking can transform traditional crafts into globally recognized cultural luxury.