BENTLEY 2023 NEW YEAR PACKAGING DESIGN

工藝結晶 菱格內裝
大器俐落 成熟細膩
品牌簡介
BENTLEY 是絕頂的工藝結晶,擁有俐落細膩、氣度恢宏的車身比例,與頂級舒適的內裝,將駕乘質感無限延伸;完美融合精湛工藝、細緻技術,盡顯 BENTLEY 的現代風範、奢華格調與尊榮氛圍。

本次春節禮盒從豪華內裝出發,表現工藝的精緻度。轉化BENTLEY經典的菱格圖形,帶入紅包袋、春聯與禮盒的設計中。整體設計以現代俐落的風格演繹經典菱格,透過異材質結合、印刷與加工工藝塑造層次感,展現出品牌豐富的藝術感受。
Background
BENTLEY is the crystallization of superb craftsmanship, with neat, delicate, and magnificent body proportions, and top-level interior decoration, which infinitely improves the driving quality. BENTLEY combines exquisite craftsmanship and meticulous technology to highlight the brand's luxury, modern style and honorable atmosphere.

This NEW YEAR gift box inspired by the luxurious interior, expressing the exquisiteness of craftsmanship. The packaging transforms BENTLEY's classic diamond pattern into red envelope, square spring couplets and gift box design. The overall design interprets the classic diamond grid in a modern and neat style, and creates a sense of layer through the combination of different materials, printing and processing techniques, showing the rich artistic experience of the brand.
設計方案
外盒設計|份量十足的精緻結構
禮盒盒蓋採用壓克力材質,創造出層次分明的透視效果。延續車體內裝的菱格紋概念,以幾何造型切割出立體空間,並透過不同顏色交疊,強調出畫面的視覺張力。同時也讓飛翔的BENTLEY標誌跳耀於最上層。

紅包設計|光影閃耀的格紋圖樣
紅包袋以雙色燙印,並結合雕刻版的加工效果,製作出明顯的立體感與精緻度,將指標性的菱格紋表現出如寶石般熠熠閃耀。希望以獨一無二的手感,提供車主視覺與觸覺上的非凡體驗。

春聯設計|澎湃大器的年節祝福
春聯共有五字:財、滿、福、吉、春,每一字的筆畫線條皆延續著BENTLEY飛翔的概念,在筆畫收尾處呈現出展翅的意象。搭配有如紅寶石般的菱格圖樣,增添新年的喜氣。五張春聯皆收納在上蓋打開後的卡套中。
Design
Packaging Design|Solid and Refined Structure
The cover of the gift box is made of acrylic material, creating a layered perspective effect. Continuing the concept of rhombic pattern in the interior of the car, it cuts out the three-dimensional space with geometric shapes, emphasizes the visual tension of the image, and makes the flying BENTLEY logo shine on the top layer.

Red Envelope Design|Glittering Diamond Grid Pattern
Foil stamped in two colors, the red envelope presents a sense of three-dimensionality and delicacy, making the iconic lozenge pattern shines like a gem. The design team hope to provide an extraordinary visual and tactile experience with this unique packaging idea.

Square Spring Couplets|Auspicious New Year's Greetings
There are five characters in the square spring Couplets: "財, 滿, 福, 吉, 春". The strokes and lines continue the concept of flight, and the image of spreading wings appears at the end of the strokes. Besides, the ruby-like rhombic pattern brings a sense of auspicious totems to this design.
  • Client
    Bentley Taiwan
    永三汽車
  • Services
    Packaging Design
    Printing
  • Year
    Dec 2022
  • Creative Director
    Leo Huang
  • Art Director & Designer
    Celine Shen
  • Project Manager
    Vivia Wang
  • Print
    永駿彩色印刷有限公司
  • Photographer
    鄭鼎