Understanding that cross-culture communications and tradings in our daily life are unstoppable, that is why exploring multi-language package design thoughtfully and responsibly is needed. With this in mind, "East-West/West-East" proposes an aesthetic for package design and branding in the future.

"East-West/West-East" is a conceptual design that proposes an aesthetic for package design and branding in the future. Understanding that globalization and nationalism are shifting between the two overtime, but cross-culture communications and tradings in our daily life are still unstoppable. Among those, the communication between East-Asia and the West is one of the driven forces. Exploring multi-language package design thoughtfully and responsibly is needed.

This entire concept demonstrates a unified and brandless packaging design by using multilingual typography. Compared to the existing bilingual or multilingual package design, "East-West/West-East" proves that systematic and unified multilingual typography on the package has potential. East-Asian typography and Latin typography can live harmoniously while maintaining readability through packaging.

The combination of cubic and circular package form reveals the designer's perspective that cultures from the East and the West distinguish from each other in the core. Otherness and difference can lead to conflicts and cultural collisions. But differences could also form variety and diversity.

Additionally, this conceptual packaging criticizes the role of packaging and typography today. Is packaging design evolution changing the way we consume goods daily? Would multilingual packaging products be considered as a form of cultural output? Can we live a life with brandless packagings? Can customers trust the quality of products without knowing the brands (brand names)? …