The chinese brand, Aegon, was looking to rejuvenate its image. The idea was to go for a modern and clean design, that could appeal and be easy to understand by a wide range of people.

The key ideas for the design was that it had to be family friendly (general audience), not professional, fun and enjoyable, share the sport spirit with everyone and good quality but attainable. The brand insight discovered was "We can have fun and do exercise by a small price".

The concept for the shuttlecock package design was "colorful enjoyment", inspired in the neon lights of a night playing badminton during the holidays.