WiseChef Babanyonya Pineapple Tarts

Design: Eugene Chua Kok Yaw
Location: Malaysia
Project Type: Student Project
School: Dasein Academy of Art
Course: Diploma in Graphic Design
Tutor: Ms. Low Poh Li
Packaging Contents: Babanyonya Pineapple Tarts
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing

WiseChef Babanyonya Pineapple Tarts

This packaging project focuses on redesigning Nyonya pineapple tarts as a contemporary Chinese New Year gift product. Rooted in Peranakan culture, pineapple tarts carry strong symbolic meaning, representing prosperity and good fortune through the name “ong lai.” The primary goal is to reposition this traditional snack to appeal to younger consumers while maintaining its cultural identity. The design adopts a neo-traditional approach, combining classic festive elements with a modern visual language. The packaging features a bold red outer box that reflects tradition and celebration, contrasted with vibrant and playful inner packaging to create a dynamic unboxing experience. This approach presents the product as both a cultural delicacy and a modern, shareable gift.

Submitted By:
Eugene Chua Kok Yaw
Malaysia Kuala Lumpur

Credits:
Tutor: Low Poh Li
School:
Dasein Academy of Art