“Rooie” is a lifestyle brand lunch box delivery service that encourages young professionals to embrace healthy eating habits. It serves balanced diets based on the customer’s element according to the five-element theory of Traditional Chinese Medicine. The brand objective is to simultaneously enhance the physical health and emotional wellness of customers by combining healthy nutritional food with the luck and fortune belief. Rooie conveys optimistic feelings through the use of Chinese sacred characters, vibrant color, and lively graphics in everyday products.