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Chinese New Year is one of the most traditional and festive custom in Chinese history, dating back at least 3,400 years to 14th Century B.C. in the Shang Dynasty. In celebration of entering into a new year, it is the time to spend with family and loved ones. Upon seeing each other for the first time in the new year, wishes of prosperity, health and harmony are part of everyday greetings (拜年 BaiNian). Red packets (紅包 HongBao) is an essential part of this tradition, within which tokens of care, such as money, chocolates or gold coins are shared. 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.
Approach: One month before Chinese New Year, the red packets are sent to family, friends, clients and supporters in three waves. When the receiver opens the box, they are greeted with a beautiful golden plum blossom branch, signifying the welcoming of a new year and a festive message. Upon pulling the drawers from the sides, delightful two sets of five red packets are revealed.
One month before Chinese New Year, the red packets are sent to family, friends, clients and supporters in three waves. When the receiver opens the box, they are greeted with a beautiful golden plum blossom branch, signifying the welcoming of a new year and a festive message. Upon pulling the drawers from the sides, delightful two sets of five red packets are revealed.
The design concept stems from the traditional Chinese belief that “Great things come in pairs” (好事成雙 HaoShiChengShuang), hence in the gift box are two sets of red packets, corresponding to the duality of Couplets (春聯 ChunLian). Combining an array of colours, signifying festivities and goodwill, five sets of elegantly painted graphics are created to represent the most beautiful wishes and greetings between loved ones, including:
- Flower Greeting: 花開富貴 Pinyin: HuaKaiFuGui This is a greeting for blooming prosperity. The first word of the greeting, 花 Flower, is used to represent this lucky concept. Because flower is also a symbol of elegance, beauty, luck and prosperity, it is used here as a common theme in the box packaging and sprinkled throughout the five red pocket designs to tie all greetings together.
- Tangerine Greeting: 大吉大利 Pinyin: DaJiDaLiIn this greeting, the Second word, 吉 (Ji) have two interpretations/puns. It can mean Tangerines and it can also mean Luck. Here created is a tangerine of luck, coupled with the Chinese greeting to wish prosperity and luck, smoothness without a hitch.
- RoosterGreeting:雞年如意Pinyin: JiNianRuYiThis is a greeting specific for this year as it is the year of the Rooster. An animal in Chinese zodiac known for its remarkable courage, bold confidence and undeniable beauty, thus ensuring they always stand out amongst the crowd. Our rooster stands proudly in its marvellous plumage of feathers that takes form with rich and elaborate brushstrokes.
- House Greeting: 金銀滿屋 Pinyin: JinYinManWu This is a greeting of beautiful and prosperous home life. The greeting literally means "gold and silver filling up the house". To illustrate this, the house is designed half in silver and half in gold, expressed in luxurious silver and gold foil.
- Fish Greeting: 年年有餘 Pinyin: NianNianYouYuIn this greeting, the last character, 餘 Yu, has the same pronunciation as Fish. Fish is a common symbol of luck in Chinese beliefs and is therefore illustrated here to represent this lucky greeting, literally translating to "Luck In Every Year".
All greetings above are expressed in the old traditional 'stamp' arrangement, where the four characters start from the top right, to the bottom right, to the top left, to the bottom left, surrounded by a line border as one would find in traditional Chinese stamps.
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. Upon returning to work, after the Chinese New Year, we received business proposals from five new and four existing Clients.