The Golden Horse Awards brought global attention to Taiwan, and many took notice of the unique “60th Golden Horse Free-Range Eggs.” As the designated Taiwanese egg brand for the 60th Golden Horse Awards, this gift box stood out, showcasing strong local characteristics while embodying the latest ESG spirit. Behind this innovative design is Eric Liu, often referred to by many as the “sustainable packaging designer.”
Designer Eric Liu and his partner Pei-han Hung from Taiwan founded Chihe Design since 2009. Since its inception, the design firm has received numerous awards for its projects. In the recently concluded 60th Golden Horse Awards, a prestigious event in the Chinese-language film industry, Chihe Branding Consultancy also participated.
A few years ago, Eric Liu rethought the core values of Chihe. He believes that the soul of design lies in solving problems for clients, making “useful design” the core value of Chihe:
“The importance of visual design is a key element in conveying brand value. In addition to being aesthetically pleasing, design should also have the ability to tell a story, helping clients promote their brand and solve business problems.”
In this edition of the Golden Horse Awards, Eric Liu infused the concept of sustainability into the design of the “60th Golden Horse Free-Range Eggs,” becoming a brand consultant capable of addressing clients’ sustainability issues. “Chihe Design” has also transformed into “Chihe Branding Consultancy,” focusing on creating value for clients from a sustainable perspective.
In an interview with 《The Icons,》, Eric Liu discussed the recent design of the 60th Golden Horse Free-Range Eggs for Chinyi Eggs Technology and shared Chihe’ business philosophy and vision for ESG/SDGs.
Photographer: Yong-wei Chen
The Sustainable Highlights of the 60th Golden Horse Awards
The “60th Golden Horse Free-Range Eggs,” introduced by Chinyi Eggs Technology, was selected as one of the gifts for the 60th Golden Horse Awards. The design of the gift box was led by Eric Liu, incorporating ESG principles throughout, from printing to packaging. The printing uses soy-based ink, avoids repetitive hot stamping for enhanced recyclability, and reflects a commitment to sustainability. This transformation turns ordinary chicken eggs into an ideal gift that conveys sustainable values.
The paper tray is an environmentally friendly packaging material designed by combining eggshells with recycled paper pulp. By reusing eggshells, considered waste, the material composition of the eggshell paper tray is approximately 85% recycled pulp and 15% eggshell powder. Based on this ratio, it is estimated that for every ton of eggshell paper tray compared to traditional recycled paper, there is a reduction of 495.9 kilograms of carbon emissions.
Data Analysis: EverLab360
“Chinyi Eggs Technology developed the technology to reuse discarded eggshells, while Chihe utilized the eggshell paper tray for a new box design. This is a demonstration of innovative thinking, incorporating the benefits of environmental friendliness and recycling, while maintaining excellent durability and texture,” explained Eric Liu, introducing the design concept to the interview team.
Eric Liu’s commitment to creating “useful designs” throughout his career is evident in this eggshell paper tray. He highlighted the specific carbon reduction benefits of this design:
“This time, we used approximately 195 kilograms of eggshell paper trays, equivalent to reducing 1,213.6 kilograms of carbon dioxide emissions and lowering 758.5 kilograms of carbon emissions.”
Data Analysis: EverLab360
Chihe Adding Value to Sustainability Reports
Chihe has successfully addressed Chinyi Eggs Technology’s sustainability requirements through innovative packaging design, aligning with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), SDG 12 (Responsible Consumption and Production), and SDG 17 (Partnerships for the Goals). Eric Liu emphasized, “We are delighted to collaborate with like-minded clients, especially at a time when companies are preparing sustainability reports. Our designs can undoubtedly elevate our clients’ sustainability reports.”
For Eric Liu, selecting partners and clients who share common values is a crucial strategy for Chihe. He stated, “We expect our clients to share the core values of sustainable development with us. If a partner or client is solely focused on profit without discussing principles and visions, they are not our partners or target clients.”
In the realm of sustainability-related issues, Chihe places particular emphasis on SDG 12. This goal aims to promote a green economy and ensure sustainable consumption and production patterns. Eric Liu pointed out, “In the past, there was a common misconception that economic development and environmental protection were mutually exclusive. We believe there should be better business models.”
Chihe tackles this challenge through design, as exemplified by the 60th Golden Horse Free-Range Eggs. Starting from the product’s manufacturing, they use recycled pulp and eggshells, transforming waste considered worthless into reusable paper trays. These sustainable design principles not only maintain quality but also enable continuous resource circulation, reducing waste at its source.
Eric Liu also mentioned Chihe’s collaboration with sustainable partner Hegu Design to create a sustainable exhibition space. By utilizing aluminum alloy materials for exhibition hardware combined with fabric, they replace traditional wood and synthetic boards paired with PVC surfaces. Leveraging the recyclable nature of metal and fabric, they aim to reduce carbon emissions in exhibition production. Balancing aesthetics with environmental consciousness, they provide a low-carbon exhibition solution, integrating design and sustainability to create a lasting impact on society and the environment.
Chihe, through packaging design, aims to achieve sustainable development goals. Eric Liu stated, “We will continue to collaborate with the government, NGOs, and businesses, starting with changing consumer behavior and reducing resource waste from the source. Let us work together towards the best goals in the most practical ways to improve environmental issues.”
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