HOLY GAZAI

Creative Gift Design

Clients: THINKWAYS

Industry: Food & Beverage

Services: Project Naming / Key Visual / Design Poster Design / Package Design / Product Design

A blessing born from an unsettled era

In the uncertainty following the pandemic, Thinkways launched HOLY GAZAI, a self-initiated project crafted as a heartfelt New Year blessing for 2022. From concept and naming to printing, packaging, and production, the team collaborated across disciplines to turn brand thinking into a tangible gift. More than a design piece, it became an act of creativity meant to uplift and connect people.

Brand Concept

Turning Taiwanese linguistic humor into messages of hope

Inspired by the Taiwanese phrase “hó-lí ka-tsāi”—a grateful sigh after surviving hardship—Thinkways created the name 虎裡佳在, evoking both courage and good fortune. The English interpretation HOLY GAZAI echoes an exclamatory tone familiar in global contexts. By translating cultural language into brand expression, the project reflects a playful yet resilient response to challenging times.

Logo Design & Application Design

Layered visuals with witty symbolism

The key visual features a humorous “who eats whom” tiger scene, a metaphor for absurdity amid chaos. Multi-layered packaging creates a surprise-unwrapping experience that celebrates humor and resilience. Risograph printing adds unique layered textures, while stickers and interactive elements invite the audience to remix the graphics—extending the spirit of playful blessing.

Product Design

Design baked into every bite

To let the blessing be literally “tasted,” Thinkways collaborated with Occasionally Studio to create 13 handcrafted cookies, each symbolizing a different message. Molds, flavors, and ingredients were co-designed by artisans and designers. Every bite offers a lighthearted tribute to life—a sweet expression of the belief that after hardship comes fortune.

Brand Forward

HOLY GAZAI is more than a holiday gift set—it is a creative act of hope and connection. Through design, Thinkways transformed collective emotions into a humorous, heartwarming gesture that brought smiles during uncertain times. Given only as a gift, not sold, the project became a meaningful bridge between the brand and its community, proving how creativity can carry strength and optimism.

“Turning cultural humor into a creative gesture that brings hope, connection, and resilience.”

Back to works