Bamboo Packaging by Caxton Chung

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DESIGN DETAILS
DESIGN NAME:
Bamboo

PRIMARY FUNCTION:
Packaging

INSPIRATION:
As its name has told it all, the inspiration for this design is bamboo, which is strongly associated with Chinese culture as a symbol of modesty. Instead of visualising the bamboo in a traditional Chinese calligraphic style, an abstract pattern of bamboo is created. It is formed by duplicating the firm’s main visual element. Hence, this pattern does not just visualised bamboo in an unusual way, it also contribute to build stronger brand awareness for the firm subtly. To complete the design, a circle, which stands for ‘Perfection’ in Chinese culture, is placed on top of the bamboo pattern for the logo placement.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Bamboo is a Chinese New Year red packet design for the company Nomura, which was delivered as corporate gift to its external clients before Chinese New Year. It consists of 20 pieces of red packets and a luxury packaging box. The theme of this design is bamboo, which is visualised in a form of abstract pattern. This pattern is created by duplicating Nomura's signature graphics, the main visual element of the firm. The firm’s logo is placed on a circle, which sits on top of the bamboo pattern. This concept is carried through from the red packets to the packaging box to achieve consistency.

OPERATION / FLOW / INTERACTION:
Giving out red packets is one of the significate traditions during Chinese New Year. This year, Nomura produced a branded red packet as a corporate gift item for its clients. The concept of giving out red packet is about sharing luck and wealth, plus the finance industry nature of the firm. It was aimed to produce a luxury red packet box set which is more presentable when present to clients. Hence, the design consists of a packaging box which containing 20 pieces of red packets.

PROJECT DURATION AND LOCATION:
The project started in October 2017 and finished in December 2017 in Hong Kong. The products were launched in different cities in Asia including Hong Kong, Singapore, Beijing etc.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
300gsm Multipop China Red paper was chosen as the material for both the red packets and the packaging box. The abstract pattern of bamboo is presented in the way of embossing; while two different shades of gold hot stamping are used for the circle and the firm’s logo respectively.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Packing Box: 11cm (W) x 20cm (H) x 2.5cm (D) Red Packect: 9cm (W) x 11.5cm (H)

TAGS:
Package, Corporate Gift, Pattern, Branding, Red packets, Box, Hot Stamping

RESEARCH ABSTRACT:
As Chinese New Year is a heavily cultural festival, some of the elements are inevitable such as the colours red and gold. On top of these elements, I tried to look for other Chinese symbols or elements can be used as the theme. The aim is to look for some symbols carrying positive and inspiring meaning yet strong Chinese-cultured associated. Once bamboo was chosen as the theme, I tried to stay away from visualize it with typical Chinese calligraphy style due because the firm wants this design bring contemporary due to its brand image. Hence I experienced different ways to visual bamboo and it led to the abstract pattern used in the current design.

CHALLENGE:
The challenge of this design was creating the abstract pattern of bamboo by using the firm's visual element. It took several rounds of adjustment and revision on the stroke weight and scale in order to create a bamboo look-like pattern without distorting the firm's visual element too much. During production, extra attentions was needed to make sure the embossing of the pattern is sharp and clear enough.

ADDED DATE:
2018-02-11 08:07:39

TEAM MEMBERS (1) :
Caxton Chung

IMAGE CREDITS:
Caxton Chung, 2017.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Nomura International (Hong Kong) Limited

PROFILE:
Nomura is an Asia-headquartered financial services group with an integrated global network spanning over 30 countries. By connecting markets East & West, Nomura services the needs of individuals, institutions, corporate and governments through its three business divisions: Retail, Asset Management, and Wholesale. Founded in 1925, the firm practices disciplined entrepreneurship while building on a long tradition of serving clients with creative solutions and considered thought leadership.

NOMINATION DETAILS

Bamboo Packaging by Caxton Chung is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Caxton Chung is also kept secret. This information will also be available later.
AWARD DETAILS

Bamboo Packaging by Caxton Chung is Winner in Packaging Design Category, 2017 - 2018.



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