Home

In Eastern culture, calligraphy exists as an art form with a long history and cultural heritage. However, under the impact of modern lifestyle, calligraphy has been becoming less and less popular, especially among the younger generation who are leading a faster-paced life. Therefore, with the opportunity of the capstone project, I decided to create a spices brand with Eastern calligraphy as the primary element in the visual language, in order to bring a new aesthetic and functional value to calligraphy and make it back to be loved on the global stage, by means of a modular, modern, and sustainable packaging solution. Through research and case studies, I summarized four main principles of application of calligraphy on food packages. Firstly, the flexibility and versatility of calligraphy help reflect the different flavors of the food. Secondly, the simplicity and naturalness of calligraphy enhance the sense of security and reliability of the product. Thirdly, the regional and cultural attributes of calligraphy speak for local personalities and traditional festivals. Last but not least, calligraphy's long history implies a deep aroma of products after long-term processing, such as tea leaves and wines. I took these principles as an essential foundation for my capstone project. Through my exploration, I hope to continue to promote the revival of a rich cultural heritage to help bridge the east and west parts of the world, nurturing the human emotional sense of belonging, and advocating the need to protect the environment.