Pineapple Hill is located in Minxiong Township, Chiayi, sandwiched between subtropical and tropical climates. Every pineapple is bred in a 700 hectares piece of land. Because the red soil present is slightly acidic, it serves as an ideal growing environment for pineapples. The pineapples grown there are sweet and juicy. The brand slogan “No more than four cakes per pineapple” conveys the brand’s commitment to freshness and quality in every cake.
The 2019 Mid-Autumn Festival Gift Box design is centered around the concept “Today we gather under the moonlight.” The design features Chang’e as the protagonist, and together with the brand’s mascot cat, they play the roles of Houyi, Jade Rabbit, and Wu Kang in the Mid-Autumn Festival story. In the design, Chang’e wraps her arms around the full moon, symbolizing the festival’s custom of joyous gathering under the starlight.
In terms of colors, one set of the sleeves uses a royal blue representing the starry skies, while the other uses a pastel orange to represent the warmth in gathering. Both designs also utilize yellow to represent pineapple in tandem with other bright fresh colors. Furthermore, with a combination of pastel colors, the overall visual gives off a vibrant yet comfortable feel, conveying a blissful, energic atmosphere.
The logo and the moon are gold and silver foil-stamped into the packaging to enhance the visual presentation. Inside there is a layer of semi-transparent tracing paper, showing vaguely the delicious pineapple cakes within. These small design details embellish the overall gift box design, so that no matter if it is a gift or just for personal use, one can feel the brand’s attention to visual detail.
The 2020 Spring Festival Gift Box design is based on the concept of “Spring and Prosperity”, centering around the Chinese letter “旺”. Using the concept of Spring Festival couplets, the packaging design integrates New Year festive elements, such as firecrackers, the rat caricature representing the year of the rat and pineapples. Overall, the design uses only one Chinese character in combination with complementary graphics to maintain a clean layout yet preserving just enough white space to display a sense of elegance and ultimately conveying the feeling of blessing in the gift.