The Hexagonal Wishful Knot Red Packet Chinese New Year Red Packet Gift Set by LLAB Design Ltd

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DESIGN DETAILS
DESIGN NAME:
The Hexagonal Wishful Knot Red Packet

PRIMARY FUNCTION:
Chinese New Year Red Packet Gift Set

INSPIRATION:
Of the many symbolic elements that are important for the start of a lunar New Year, the Chinese phrase: 圓滿 was selected. The phrase 圓滿 symbolizes completeness, richness and abundance. The phrase also carried the dual meaning for Kelly’s service being an all-rounded and complete HR talent service solution provider. Coupled with the completeness theme, we also choose a “hexagon” shape and a traditional Chinese “wishful knot”. In traditional Chinese literature, the “hexagon” shape also symbolizes all six directions: North, South, East, West, together with Heaven and Earth, which are translated into “completeness” (六合). It also denotes how life thrives incessantly in an endless unlimited manner (三三不盡、六無窮). For the traditional Chinese wishful knot, it is known as 如意, literally translated as “as wished”, or wishing one’s wishes come true. The icon has long been a Chinese auspicious symbol. With all these ingredients, it provided us with a good basis to develop the design of the red packet.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Our client, Kelly Services Hong Kong, is an integral part of Kelly Services Inc., a Fortune 500 workforce solution provider. Yet, its brand awareness in Hong Kong was low. Additionally, most consultants were experts in their own fields and they were usually slow to collaborate with each other. For example, an IT consultant would only contact their clients for IT roles, ignoring the clients’ needs in areas such as HR, Accounting and Finance; nor their needs in outsourcing or executive search, which Kelly also offers services in. With an aim to breakdown the company’s many silos, Kelly Services Hong Kong consolidated their recruitment, outsourcing and consultancy services into a total solution called the Kelly 360° Talent Solution. We, LLAB Design Ltd., were commissioned by Kelly Services Hong Kong to design a festive gift which their consultants could hand-deliver to meet new clients and reconnect with old ones. The gift had to trigger clients’ interest in Kelly’s comprehensive solution, and serve as an ice-breaker helping the consultants to promote Kelly’s full range of services to their existing and potential clients. Hong Kong, having been a British colony, has been a cultural melting pot of east and west. The festivities celebrated include Christmas, Chinese New Year, Easter, Mid-Autumn Festival, etc. Of all the festivities, our client and we agreed to produce a Chinese New Year red packet, owing to the following reasons: • Red Packet Envelope Pack is low cost and thus is usually well-within the strict Corporate Gift Receiving Policy of international companies, which make up 90% of Kelly Services Hong Kong’s client base • Each red packet carries the Kelly logo and the pass-along nature of the red packets allowed Kelly’s brand-reach to be maximized • In 2014, Chinese New Year fell on January 31 - a perfect time for the Kelly consultants to meet clients for their yearly plans, while other festivities such as Christmas falls at year end which is usually a slow hiring season. Besides, many people tend to go on long holidays over Christmas making it hard for client appointments Giving and receiving red packets as a Chinese New Year custom has been a long standing tradition practiced by millions of Chinese for hundreds of years, and still remains strong today. There are various folklores related to this tradition. In general, Chinese believes the color red is symbolic of protection against demons and the shimmer of the coins inside was thought to repel evil spirits, thus providing blessings to the recipient. Traditionally, Chinese New Year red packets carry a themed auspicious wish of four Chinese characters. On the Hexagonal Wishful Knot Red Packet, the auspicious wish is something more. The four Chinese characters “稱心圓滿” (satisfyingly complete and abundant) on the cover were connected by a wishful knot graphic which symbolizes ‘wishes come true’ at the inside center of the envelope. The design with the wishful knot and hexagon represents Kelly’s 360 talent solution as a complete solution offering unlimited possibilities to deliver ultimate satisfaction to Kelly’s clients. Moreover, given most red packets are either rectangular or squarish in shape, we felt that a hexagonal design will trigger Kelly’s clients attention to the gift, amongst many other gift providers. Inspired by the Japanese cultural art of paper folding (origami), we came up with a folding method that makes the hexagonal red packet envelope more involving. In terms of color, we kept it red and gold which has rich traditional values of protection, blessings and auspiciousness in the Chinese culture.

OPERATION / FLOW / INTERACTION:
Upon opening the packaging box, you will find a festive greeting from the managing director of Kelly Services Hong Kong and two folded Hexagonal Wishful Knot Red Packets. Inside the pack, there are 20 pieces of folded red packets and 5 pieces of unfolded ones for recipients to try their origami skills. The folding instructions were printed on the inside of the packaging box for clients to follow.

PROJECT DURATION AND LOCATION:
Oct - Nov, 2013 Design and Artwork Dec, 2013 Print Production and Folding Jan, 2014 Kelly delivers red packet to clients (The project was designed, printed and distributed in Hong Kong only)

PRODUCTION / REALIZATION TECHNOLOGY:
The paper we chose is a fancy paper with a subtle sheen and texture on top. The design and material enhances the luxurious touch of the burgundy red color. With rose-gold foil stamping and subtle dark red floral pattern as background, the burgundy red packet exudes elegance and modernity while maintaining its Chinese tradition.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Red packet Closing size : H130mm x W112mm Open size : H130mm x W275mm Packaging Box H140mm x W280mm x D10mm

TAGS:
Chinese, Red Packets, Folding, Packaging, Paper art, Traditional, Modern, Typography

RESEARCH ABSTRACT:
The task of this project is to help Kelly Services design a memorable souvenir to project a out-standing brand identity among their customers. We take the opportunity of designing red packet, and aim to make the outcome more than just a red packet. We make the red packet can be long lasting that people will keep the it upon received and will have a good impression of Kelly Services HK, and eventually to help Kelly Services building a better customer relationship.

CHALLENGE:
As giving red packets is a rooted tradition, there exist a plethora of red packet designs in the market. Our challenge is to create a red pack design that can uniquely represent our client’s comprehensive service, namely ‘Kelly 360 Talent Solution’, and can serve as an ice-breaker for the Kelly consultants to deliver their sales pitch on Kelly’s comprehensive services. Another challenging part of this project is to create a innovative folding design for red packet, while keeping the balance of functionality and uniqueness of shape. We have undergo several testing on folding design, incorporate the inspiration from Japanese origami art and have the final outcome.

ADDED DATE:
2014-09-15 23:54:00

TEAM MEMBERS (15) :
LLAB Design Ltd:, Managing Director: Tryde Leung, Creative Director: Mike Wong, Art Director: Matthew Kwok, Art Director: Shayne Chan, Assistant Art Director: Suki Chung, Project Executive: Zoe Lau, Chinese Copy Writer: Bono Ma, English Copy Writer: John Fuery, Printing Manager: Eric Lam, , Kelly Services Hong Kong:, Marketing Director: Genevieve Chan, Finance Manager: Juana Kan and Adminstrative Officer: Agatha Lai

IMAGE CREDITS:
LLAB Design Ltd, 2014.

Visit the following page to learn more: http://llab.co
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Kelly Services Hong Kong

PROFILE:
Kelly Services partners with Hong Kong's leading companies to recruit the finest talent available. Kelly Selection, a division of Kelly Services, offers a comprehensive array of executive search, permanent placement and professional contracting services in Hong Kong. Specialist divisions include Information Technology and Banking & Finance.

NOMINATION DETAILS

The Hexagonal Wishful Knot Red Packet Chinese New Year Red Packet Gift Set by Llab Design Ltd is a Nominee in Limited Edition and Custom Design Category.

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AWARD DETAILS

The Hexagonal Wishful Knot Red Packet Chinese New Year Red Packet Gift Set by Llab Design Ltd is Winner in Limited Edition and Custom Design Category, 2014 - 2015.



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