Case Study ︎︎︎
Warm Regards
Client ︎︎︎ DominiePress
Client ︎︎︎ DominiePress
Role
︎︎︎
Art Direction, Design
Agency ︎︎︎ WORK Pte Ltd
Agency ︎︎︎ WORK Pte Ltd
Packaging
Brief
During Chinese Lunar New Year, it’s tradition to give the gift of a bright, beautiful red envelope (known as 紅包, hóngbāo) to your friends and family. But not just any old envelope. These are filled with money - and symbolize good wishes and luck for the new year ahead. The importance of the hóngbāo isn’t the cash held inside; it’s actually the envelope itself. The red color symbolizes good luck and prosperity in Chinese (and other East Asian) cultures.
Solution
Red envelope are a synonym for the joyous celebration and the memory that it gives off lasts a long time. The classic gold embossing against red is evergreen, but Warm Regards is designed to push the boundaries and challenge the preconceived conventions, with vibrant creativity, bursting out electric hues of florals on the shimmering background to show off a sense of class and style. A subset of design was also produced to represent the past, with the modern design reflected on the inside of the red envelope.
