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Transforming Gold Leaves into a Luxurious Experience

Wong Ka Wai's Aurum is a testament to the opulence and prestige associated with genuine gold leaves. The packaging, inspired by the meticulous process of creating gold leaves, exudes luxury and rareness. The design references the structure of jewelry boxes, elevating the entire experience.

What sets Aurum apart is its unique approach to the market. Instead of selling raw materials, the brand offers premium edible gold leaf to customers, expanding its business model from B2B to B2C. The gift box is designed with glamour and elegance, made of edible-grade material and accompanied by a bespoke tweezer for easy application.

The realization of Aurum required a meticulous approach. The box structure and mechanics were inspired by luxurious jewelry packaging, featuring an anodized golden metal plate with the brand name engraved as a magnetic lock. The outer texture boasts gold foil stamping effects, textured paper, and spot UV, creating a unique tactile experience.

Measuring W88mm x D90mm x H65mm, Aurum is a true embodiment of luxury, with keywords like luxury, gold, premium, and packaging encapsulating its essence.

Wong Ka Wai's team, including Creative Director Mike Wong, Project Director Tryde Leung, and Designer Chang Lu William Senjau, meticulously researched gold leaf packaging and various food-grade materials to bring Aurum to life.

The project, which commenced in December 2019 and concluded in August 2020, involved extensive research on the characteristics of gold leaves, manufacturing processes, and usage. Overcoming challenges in structure and printing effects, the team ensured Aurum's packaging exuded the desired shininess and texture.

Wong Ka Wai's design philosophy, rooted in empathy and logic, has led to the creation of Aurum, a luxurious offering that redefines the pure gold leaf from raw materials into a prestigious gift. The premium packaging includes the highest purity 23.75k pure gold leaf and a special tweezer, delivering a luxurious indulgence to those seeking the beauty of this exquisite ingredient.

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