Audemars Piguet X Art X Chinese New Year Red pockets and gifting design by RCS: Ruth Chao Studio |
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| DESIGN NAME: Audemars Piguet X Art X Chinese New Year PRIMARY FUNCTION: Red pockets and gifting design INSPIRATION: Chinese New Year (CNY) is the most historic Asian festival dating back to 14th Century(B.C) Shang Dynasty. Since then, 3 classic traditions are pillars to CNY: BaiNian, where family and friends visit each other’s homes with gifts and well wishes; Candy Box, with compartments of treats for guests to gather and enjoy together; Red Packets, envelopes within which tokens of care, such as money, chocolates or gold coins are shared. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Celebrating the brand’s annual theme of APxArt, traditional CNY themes are distilled into abstract layers, painting intelligent double-meanings and breathing modernity into this classic festivity. The duo-layer design on the candy box cover creates a sense of depth for the scene of homecoming, with chimney and doorway leading into the brand origins of mountainous Le Brassus. OPERATION / FLOW / INTERACTION: - PROJECT DURATION AND LOCATION: Launched in January 2020 in fourteen cities and eight countries around the world, from China, Singapore, Thailand to U.S.A and more, this campaign, similar to Chinese New Year itself, crosses continents and unites celebrations. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Box: The acrylic box cover uses duo-side printing to create a layering effect. Box body is made in electroplated gold with acrylic inserts. Red pockets: Screenprint and foiling on red and gold papers, with 3D emboss details to give a textural touch SPECIFICATIONS / TECHNICAL PROPERTIES: Box is 250 x 250 x 70mm (including 20mm acrylic box cover). Each box is given out to the brand's VIP in a transparent wrapper with sticker at the back. TAGS: Chinese New Year, Red pockets, Greetings, Packaging, Gifting RESEARCH ABSTRACT: We researched on the most popular and loved greetings of the CNY to form a set of 4 red pockets. The four red packets each depict a traditional CNY greeting: - Mountains reflect the brand origins and the greeting of 'ever-improveme CHALLENGE: The challenge of this project lies in combining all 3 elements into 1 gift - the brand Audemars Piguet, their annual theme APXART, and Chinese New Year. We therefore devised the innovative approach to package red pockets within the candy box, allowing the candy box to carry double-uses: As a packaging medium, and a festive item used during the CNY. The use of material was improved in the sampling process. The candy box first began as wood, with carvings on the cover, but to align with the brand's contemporary vibe, more creative material pairings were explored. With the red pockets, the selected papers are coated with soft-touch lamination to enhance the luxurious tactile quality, but pairing with suitable foil types that can adhere to its surface require much trial-and-error to ensure the best quality is achieved. ADDED DATE: 2020-02-27 08:14:12 TEAM MEMBERS (2) : Creative Director: Ruth Chao and Designer: Magdalene Lam IMAGE CREDITS: RCS: Ruth Chao Studio, 2019. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Audemars Piguet PROFILE: Audemars Piguet is a high-end Swiss watch brand originated in Le Brassus since 1875. Audemars Piguet embodies the very foundations of watchmaking, as technical skills merge with excellence, a finely-tuned sense of detail is pushed to its very limits, and artistic life is breathed into a timepiece to make it an exceptional work of art. For more than 140 years, Audemars Piguet has been constantly pushing technical and aesthetic limits, introducing a wealth of world firsts while demonstrating the utmost respect for watchmaking traditions. |
| AWARD DETAILS | |
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Audemars Piguet X Art X Chinese New Year Red Pockets and Gifting Design by Rcs: Ruth Chao Studio is Winner in Packaging 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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