When it comes to reimagining something as familiar as a cookie, creativity lies in the details. PIN, a Hong Kong–based brand, pairs bold Asian-inspired flavors with an equally inventive visual identity designed by Ruth Chao Studio. From the cube-inspired logo that cleverly integrates the Chinese character “品” with the English “PIN,” to packaging that bursts with vibrant illustrations and cultural references, every element reflects a balance of tradition and modernity. Since its launch in 2019, PIN’s design has become a hallmark of its brand experience, capturing customers’ attention in-store and driving strong growth in premium retail spaces.

PIN is a creative cookie brand with a unique Asian twist, ranging from savory flavors such as scallion chicken and chili shrimp to fragrant bites such as red dates and ginseng raisins. In collaboration with the client, we were commissioned to spearhead the brand direction and create the logo design, brand identity, copywriting, and packaging designs.

PIN, in Chinese, means “to savor” and is written as “品.” Interestingly, the character visually resembles three stacked cubes; hence, in the logo design, we placed the English characters “PIN” into the Chinese character “品” to create a logo that reads simultaneously in both languages. In the series of eight unique cookie flavors, the packaging designs further extend the cube concept, with ingredients whimsically illustrated to take center stage on cube shapes bursting with color and vibrancy. In-store, the box packaging is displayed in groups of three boxes—always two at the bottom and one at the top—resembling the brand name “品.” The duo gift box takes form in the same stacked structure, similar to a traditional Asian lunchbox, revealing the embossed, knitted pattern on the side of the boxes, weaving together the brand name “品” in a bamboo style, celebrating a historical aspect of Asian culture.

Since the brand launch in July 2019, the packaging designs have become an integral and symbolic part of the offline shop interior and brand experience. Our client has shared enthusiastic positive responses from customers regarding the packaging design, which has also attracted premium supermarkets and shops to collaborate, resulting in continuous sales growth.

At Ruth Chao Studio, we print, draw, craft, and mold a story that is uniquely yours. Our international team of artisans in Hong Kong, London, and Beijing boasts fifteen years of expertise and has won more than sixty global accolades with diverse projects spanning one hundred brands from ten industries and twelve countries. For us, each project is a new journey that begins with a deep dive into a brand’s vision and goals, forging its pillars, key values, topics, and strategy to synthesize its core. With our expertise in a tapestry of techniques—from oil paintings, line drawings, and digital art to beyond—this core is fused into the selected medium, landing on a bespoke visual story that exudes artistry, fully unique and adaptable in ways beyond imagination.

Social: Instagram, LinkedIn

Want to see more packaging design? Check out our Design 2025 and Packaging 10 winners on our website.