The Season of Gifting Red Packets by Ruth Chao

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DESIGN DETAILS
DESIGN NAME:
The Season of Gifting

PRIMARY FUNCTION:
Red Packets

INSPIRATION:
Chinese New Year is one of the most traditional custom in Chinese history, dating back to 14th Century B.C. Red packets (HongBao) is an essential part of this tradition, within which tokens of care, such as money, chocolates or gold coins are shared with family and loved ones. Since received red packets are often quickly forgotten, especially with a singular wish only, this concept merges the idea of New Year wishes together with a special gift. In addition, a full series of wishes are included.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The design concept stems from the traditional Chinese belief that “Great things come in pairs”, hence in the gift box are two sets of red packets, corresponding to the duality of Couplets. 5 sets of graphics, with elaborate brushstrokes, are used to represent the most beautiful wishes, including: Flower and Fish for prosperity, Tangerine of luck, House for home life, Rooster (zodiac) for courage and confidence. Greetings are expressed in the old traditional 'stamp' character arrangement.

OPERATION / FLOW / INTERACTION:
When opened, one is greeted with a golden plum blossom branch. Upon pulling the drawers, delightful two sets of red packets are revealed. One month before Chinese New Year, the red packets were sent to family, friends, clients and supporters in three waves. Following our red packets distribution, traffic to our website increased by 1600% despite it being a holiday season. On Instagram, our post of our red packets received 292 likes in total with over 40 people dedicating their own posts as heartfelt thank yous. We also received business proposals from five new and four existing Clients.

PROJECT DURATION AND LOCATION:
The project was completed with a quick turnaround time of 1 month, starting in late December 2016, finished and delivered in late January 2017.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
The graphics were painted digitally on Adobe photoshop and Illustrator. Varied printing techniques were used, including: UV ink printing, hot stamping, matt lamination

SPECIFICATIONS / TECHNICAL PROPERTIES:
Box: Width 122mm x Depth 42mm x Height 207mm

TAGS:
red packets, chinese new year, packaging, greetings, festive, seasons

RESEARCH ABSTRACT:
Research on Chinese history, culture and customs were carried out, including: collecting data on the most widely used and appropriate greetings, Asia colour theories of what are considered lucky and what not. In creating a greeting specific for this year - the year of the Rooster, we also looked into the symbolisms of this animal, which is known for its remarkable courage, bold confidence and undeniable beauty. Gold is also a vital hue in celebration of this festival, while the brushstrokes were to correspond with the elegance of Chinese calligraphic styles.

CHALLENGE:
In terms of design, the challenge lies in balancing the contemporary and traditional aesthetics - it needs to stand out from the conventional plain red, while still aligns well with the limitations imposed by Chinese believes and customs. Colour testings were also carried out for multiple rounds to ensure accuracy, as apart from being bright and solid, they also need to look cohesive and in harmony as a set.

ADDED DATE:
2017-09-28 04:59:57

TEAM MEMBERS (3) :
Creative Director: Ruth Chao, Designer: Magdalene Lam and Printer: Print Studio Ink Cha Cha

IMAGE CREDITS:
Ruth Chao, 2017.

PATENTS/COPYRIGHTS:
Copyrights belong to INDICUBE Ltd., 2017

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CLIENT/STUDIO/BRAND DETAILS
NAME:
INDICUBE

PROFILE:
Founded in 2014, INDICUBE has served more than thirty clients across twelve industries in ten countries, and has won seven international awards in 2016 and 2017, including the Red Dot Award, International Design Award and Graphis Awards etc. The INDICUBE team first began working with Estée Lauder’s APAC team to deliver key visual developments for the VIP CRM campaigns in China. It has since then opened doors to many opportunities, with a focus on lifestyle brands including notable companies in Hong Kong and around the globe, such as New World Development, Mandarin Oriental, Henderson Land, Hong Kong Jockey Club, Buzz Concepts Group, Lily and Bloom, Hypebeast, Mr Porter and more.

NOMINATION DETAILS

The Season of Gifting Red Packets by Ruth Chao is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

The Season of Gifting Red Packets by Ruth Chao is Winner in Graphics and Visual Communication Design Category, 2017 - 2018.



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