To A Creative Year Ahead Gift Promotion Campaign by RCS: Ruth Chao Studio |
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| DESIGN NAME: To A Creative Year Ahead PRIMARY FUNCTION: Gift Promotion Campaign INSPIRATION: Dating back to 14th Century(B.C), Chinese New Year is the most historic festivals in Asia. A time for celebrations, loved ones traditionally gift each other with wishes of wealth and fortune. Never endeavoured before, we extend the theme of creativity to Chinese New Year, revamping traditional wishes of ‘blooming wealth’ and ‘lucky abundance’ into innovative wishes for a Creative New Year. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Beginning with the red pockets, the designs originate atop traditional shades of red and gold into a contemporary palette of vibrancy, whimsical and witty in its expressions, celebrating creativity as: - A play in the mind, Creativity is ’intelligence having fun’; - A thoughtful journey, Creativity is ’a happy wonder’; - A bridge between perspectives, Creativity is ‘a mirror of worlds’; - A fusion of ideas, Creativity is ‘a marriage of minds’. Each red pocket, unique in colour, has an originally-shaped flap, opening up to a surprise greeting within: ‘Wishing you a Creative New Year’. Sparking both the curiosity and the tastebuds, boxes of cookies were gifted to create a sensory feast for the sight, taste and mind. OPERATION / FLOW / INTERACTION: - PROJECT DURATION AND LOCATION: - FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: The key graphic, that is on the gift bag and red pocket gift box, are created by overlapping two red pockets designs in an innovative printing technique to form a superimposed image as a creative celebration of time. SPECIFICATIONS / TECHNICAL PROPERTIES: Bag: 150 x 115 x 274 mm, Red pocket gift box: 119 x 214 x 24 mm, Red pockets: 90 x 184 mm TAGS: Creative, New Year, Wishes, Artistic, Innovative RESEARCH ABSTRACT: - CHALLENGE: As the gift campaign is a collaboration with our client, PIN. We need to ensure that the red pockets, card design and red pockets designs are aesthetically aligned with the PIN cookie boxes that we created for our client. The use of colours, printing material and techniques should be similar in order for all gift items to look like a set, so that each item compliments one another. Comprehensive and intensive colour testings were conducted to ensure brightness and consistency in the final product. ADDED DATE: 2020-02-27 08:06:22 TEAM MEMBERS (4) : Creative Director: Ruth Chao,, Designer: Magdalene Lam, , Copywriter: Ruth Chao and IMAGE CREDITS: RCS: Ruth Chao Studio, 2019. |
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NAME: RCS: Ruth Chao Studio PROFILE: RCS is an award-winning team of passionate and multi-disciplinary designers. Complementing rigour with efficiency, the team creates and refreshes brands with a tailored delivery of creative excellence. The common thread underlying their acclaim, which spans ten industries, twelve countries and accumulates more than thirty awards in the past three years, is the dynamic synergy they forge with each client through their bespoke design philosophy.The thoughtfulness that infused the craftsmanship results in memorable brand experiences, where form and function effortlessly intertwine and new age aplomb is tempered by timelessness. Keeping with Ruth’s ethos, the studio mediates masterfully between creativity and commerce, translating the unique language of each brand into striking visual stories that come alive on the global stage. |
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To a Creative Year Ahead Gift Promotion Campaign by Rcs: Ruth Chao Studio is Winner in Graphics, Illustration and Visual Communication Design Category, 2019 - 2020.· Press Members: Login or Register to request an exclusive interview with RCS: Ruth Chao Studio. · Click here to register inorder to view the profile and other works by RCS: Ruth Chao Studio. |
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