Pink Lady is a "pink ribbon" (international symbol of hope and awareness in the fight against breast cancer) product created by KMC Chain (who has the largest worldwide market share for bicycle chains). It was meant to be a gift box where you give not only a great bike chain, but also to a great cause. From these design goals, KMC asked us to come up with a packaging concept.

Our solution turned out to be a very simple one, how about using the "product" to illustrate the pink ribbon "theme" of this product, presenting the two elements in one simple and broad visual stroke.

Not only did users responded favorably to this design, Pink Lady has won international acclaim at design awards, winning the 2011 iF Packaging Award, 2011 Red-Dot Award, 2011 Pentawards GOLD award.
Please note that "Pink Lady" was only a part of our "brand" work with KMC, to see the other works from this collaboration, please click here.