50s news-gift paper
This 1950s inspired gift wrapping paper cum poster is part of a unique line of Singapore Chinatown themed merchandise. The main aim is to connect the younger generations to the past, and understand our history in a small and meaningful way. It also allows both the younger generations and foreigners to understand the meaning of auspicious Chinese words printed.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Harking back to the days when retailers in Singapore used newspaper to wrap goods, this 1950s-inspired gift paper evokes nostalgic memories of those days. Those headline news and top stories from the 1950s also form an interesting source of identity, helping the younger generation link the present to the past. The vibrant Chinese typography applied on top of the old newsprint creating an entirely fresh appeal and a gift wrap suitable for any occasion. They can also be displayed as posters.
OPERATION / FLOW / INTERACTION:
Those headline news and top stories from the 1950s also form an interesting source of identity, helping the younger generation link the present to the past. The 50s news-gift paper also allows foreigners to understand the meaning of auspicious Chinese words printed, as well as understand our history in a small and meaningful way.
PROJECT DURATION AND LOCATION:
The project started in February 2011 in Singapore and finished in January 2012. The design attracted global interest and was exhibited at the 798 Art Zone in Beijing in 2012.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
Local Chinese newspaper from 1952 to 1956 were selected and reproduced as the base of this 50s news gift paper. The paper design is overlaid with big bold Chinese characters that are auspicious in meaning: Fu (luck), Shou (longevity), Cai (wealth), Lu (prosperity) and Fu (fortune), Le (happiness), Ji (auspiciousness), and Xi (double happiness). Each character is printed with one bright pantone colour, such as red, hot pink or orange.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Product dimensions, Width 360mm x Height 580mm
Newspaper Size and 8 pages in total
Newspaper Style, Chinese Character, 1950s, Auspicious Word, Chinatown
Focusing on contemporary appearances with traditional content, this study explores the combination of the contemporary and traditional elements, to showcase different ways of communicating the idea of integration of old and new through contemporary design. It aims to present the culture of Singapore Chinatown that reflects a blend of old and new, East and West.
The harder challenge for the project, 50s news gift paper, is to convince the clients to print full newspaper size wrapper. Newspaper size is expensive for production as a sheet of paper can only be die-cut into a spread. In additional, this project uses 8 pantone colours which also add on to the production cost.
TEAM MEMBERS (2) :
Creative Director: Jesvin Yeo and Art Director: Alvin Ng
Jesvin Yeo, 2013.