Copy Writer: Hazel Ho
Location: Australia
Project Type: Concept
Packaging Contents: Chinese Red Packet
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing
The calamity we experienced in 2020 made us desire the joyous celebration of Lunar New Year in 2021. Therefore, in this year of Ox, I’ve come up with a red packet design that symbolises well wishes and good luck for the year ahead.
The red packet illustrates an Ox charging from darkness into another realm represents the desire for a positive change from 2020. The realm, made out of elements from Chinese idioms commonly used during this festive season for good blessings such as flowers, water, fish and clouds perfectly represented the beauty of Chinese culture.
Apart from that, the packets come in two colours – traditional red, which symbolises prosperity and good luck; and gold, to symbolise wealth and extravagance.
What's Unique?
The fine illustration on the packaging has a strong traditional Lunar New Year feel yet looking contemporary. Besides, the use of two symbolic colours further strengthen the message of hope for the design's concept.
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