Chinese New Year 2018
IFC Mall
Art direction, festive red packet design and print design for IFC Mall’s Chinese New Year gifting series.
Chinese New year is a major gifting holiday and IFC Mall wanted to create a special series of vouchers and red packets that visitors could give to friends, family and colleagues during this festive season. IFC Mall hired DASH to undertake the art direction, red packet design, point-of-sale materials and print design for the Chinese New Year celebrations.
sector
retail
work
art direction / print design / red packet design / point-of-sale material design
IFC Mall
Chinese New Year 2018
Art direction, festive red packet design and print design for IFC Mall’s Chinese New Year gifting series.
Chinese New year is a major gifting holiday and IFC Mall wanted to create a special series of vouchers and red packets that visitors could give to friends, family and colleagues during this festive season. IFC Mall hired DASH to undertake the art direction, red packet design, point-of-sale materials and print design for the Chinese New Year celebrations.
sector
retail
work
art direction / print design / red packet design / point-of-sale material design
Challenge.
Red packets are a common and traditional element of the Chinese New Year with establishments, brands and restaurants creating their own unique design. IFC Mall wanted to ensure that their own design elements were unique and reflected their character and brand. IFC Mall is a contemporary and modern destination, but still firmly holds onto its Chinese roots. This melding of traditional meets contemporary was something IFC Mall wanted to bring through in the design of its red packets and gifting elements.
Design &Creative Direction.
While flowers are the traditional symbol of Chinese New Year, DASH wanted to leverage a symbol that would perfectly blend modern with traditional. After undertaking research into the various icons of the holiday and their meaning, DASH decided upon the koi fish. The koi fish represents wealth, prosperity and good luck. In order to add a more modern touch, DASH began to rethink and reinterpret traditional representations of the koi fish to ensure a unique design that complemented IFC Mall’s branding.
DASH took key elements like the fish scales and fins and added special design elements, styles and colouring. A multi-colour effect brought the scales of the fish to life and gold accents, a traditional colour of the Chinese New Year, gave the iridescent quality of real fish scales. The fins and fishtail were drawn with a geometric line design to bring a feeling of energy to the shape, while thin gold lines around the koi were designed to mimic the feeling of water and movement. A gold foil stamp acted as a finishing touch communicating the brand’s luxury feel and orange and other bright colours were added to the pallet in order to complement the traditional red of the packets and give the design a modern feel.
The koi design was the key graphic element for the red packet design. This graphic element was reinterpreted across different visual communication elements in the mall, including standees, gift vouchers, and envelopes.
Challenge.
Red packets are a common and traditional element of the Chinese New Year with establishments, brands and restaurants creating their own unique design. IFC Mall wanted to ensure that their own design elements were unique and reflected their character and brand. IFC Mall is a contemporary and modern destination, but still firmly holds onto its Chinese roots. This melding of traditional meets contemporary was something IFC Mall wanted to bring through in the design of its red packets and gifting elements.
Design &Creative Direction.
While flowers are the traditional symbol of Chinese New Year, DASH wanted to leverage a symbol that would perfectly blend modern with traditional. After undertaking research into the various icons of the holiday and their meaning, DASH decided upon the koi fish. The koi fish represents wealth, prosperity and good luck. In order to add a more modern touch, DASH began to rethink and reinterpret traditional representations of the koi fish to ensure a unique design that complemented IFC Mall’s branding.
DASH took key elements like the fish scales and fins and added special design elements, styles and colouring. A multi-colour effect brought the scales of the fish to life and gold accents, a traditional colour of the Chinese New Year, gave the iridescent quality of real fish scales. The fins and fishtail were drawn with a geometric line design to bring a feeling of energy to the shape, while thin gold lines around the koi were designed to mimic the feeling of water and movement. A gold foil stamp acted as a finishing touch communicating the brand’s luxury feel and orange and other bright colours were added to the pallet in order to complement the traditional red of the packets and give the design a modern feel.
The koi design was the key graphic element for the red packet design. This graphic element was reinterpreted across different visual communication elements in the mall, including standees, gift vouchers, and envelopes.
