Chinese New Year 2019
Cartier
French jeweller Cartier hired DASH to design festive packaging, unique red packets and branding elements celebrating the Chinese New Year.
Chinese New Year is a key holiday for the exchange of gifts between families, couples and friends. Renowned French jewellery house, Cartier, hired DASH to develop its gifting elements for the season, including red packets that are synonymous with this festival, as well as gift boxes.
sector
luxury goods
work
creative direction / art direction / red packet design / packaging design / print and production
Cartier
Chinese New Year 2019
French jeweller Cartier hired DASH to design festive packaging, unique red packets and branding elements celebrating the Chinese New Year.
Chinese New Year is a key holiday for the exchange of gifts between families, couples and friends. Renowned French jewellery house, Cartier, hired DASH to develop its gifting elements for the season, including red packets that are synonymous with this festival, as well as gift boxes.
sector
luxury goods
work
creative direction / art direction / red packet design / packaging design / print and production
Challenge.
The design for the red packets and packaging design for the gift boxes needed to adhere to the key elements of the Cartier brand but remain unique for this special gifting season. As one of the world’s most luxurious labels, the design needed to communicate the high-quality, attention to detail and prestige of the jewellery house.
Creative Direction &Design.
For the key design, DASH looked to traditional symbols associated with Chinese New Year. Blossom is an important flower of the festival and many people decorate their homes with blossom trees during the celebration. The red packets and gift box design featured the cherry blossom alongside the brand’s signature Panthère in a delicate paper design to reflect the refined luxury of the brand. Paper was used to bring charm, a feeling of craft and extra detail through carefully embossed and cut-out elements. As an extra touch, DASH ensured the design for the red packets allowed them to be hung on the branches of blossom trees, as is tradition.
Challenge.
The design for the red packets and packaging design for the gift boxes needed to adhere to the key elements of the Cartier brand but remain unique for this special gifting season. As one of the world’s most luxurious labels, the design needed to communicate the high-quality, attention to detail and prestige of the jewellery house.
Creative Direction &Design.
For the key design, DASH looked to traditional symbols associated with Chinese New Year. Blossom is an important flower of the festival and many people decorate their homes with blossom trees during the celebration. The red packets and gift box design featured the cherry blossom alongside the brand’s signature Panthère in a delicate paper design to reflect the refined luxury of the brand. Paper was used to bring charm, a feeling of craft and extra detail through carefully embossed and cut-out elements. As an extra touch, DASH ensured the design for the red packets allowed them to be hung on the branches of blossom trees, as is tradition.
