"The hope is to use dessert as a vehicle to celebrate the 'birth' of every meaning." Is the expectation of the brand e99white to create edible artwork. Aiming to blend temperature and personality, interpreting the first layer of taste experience with images, and serving candles for every day worth celebrating.

All By ABall Design analysed the e99white's sophisticated and recognisable brand identity to create a new upgrade from the logo to the product packaging. The studio wanted to capture the timeless fusion of the triangular construction.

In terms of logo changes, the initial horizontal logo has been tightened up into a more stable and dignified triangular logo, with the double 9s representing the letter "g" curled under the "e" like a ribbon, subtly counteracting the connectivity between the alphanumeric characters that should be there, while at the same time being comfortable and self-contained. The letter "g" is curled like a ribbon under the "e". The smooth lines of the buttercream cream smooth the hard curves of the triangle, a playful or sly exploration of the brand's logo in the role of dessert.

A large amount of white space makes the overall colour of the cake box design closer to "egg white", leaving space for reflection and imagination for the dialogue of new ideas, and the content to be filled on the card is unlimited, and the white is about to be full of significance.

The white square box is sharp and elegant, and when the color is reduced, the lines and textures in the product cannot be ignored. A subtle and delicate cake box comes to life.

The embedded card is a celebration of expression, becoming a whole rather than a part of it, announcing a sense of ritual to the heart. The embedded design offers the possibility to change and remove the limited edition cards for branding, seasonal events and more. The new "e99white" logo is embossed on the underside of the card. At the same time, the studio built a small window into the cake box itself, the small window into the cake ensures that every thought is perfectly presented. The brand's slogan is hidden under the card and floating in the window, reawakening the hidden memories.