The primary challenge in this project was to create a festive design that would resonate with Chow Tai Fook’s diverse customer base while staying true to the brand’s prestigious image. The design needed to seamlessly integrate traditional elements with contemporary aesthetics, ensuring broad appeal across different age groups. Additionally, the limited time frame posed a significant hurdle, requiring the DASH to work efficiently without compromising on quality.

Another layer of complexity was added by the necessity to design a comprehensive set that included red packets, regular and premium boxes, and both desk and wall calendars. Each of these items required distinct yet complementary designs that would maintain consistency across the brand’s New Year offerings. The red packets, a staple of Chinese New Year, needed to be eye-catching and culturally relevant, while the calendar design had to be both functional and visually appealing.

Drawing inspiration from the rich tapestry of Chinese culture, DASH developed a concept that marries tradition with innovation. The central theme centers around the window and the Moutan Peony, symbolizing a fresh start and prosperity.

Red Packets and Boxes

For the red packets and boxes, DASH chose vibrant colors with a focus on red and gold, symbolizing luck and wealth. The design features a Moutan Peony and window motif, with intricate patterns that evoke a sense of festivity and grandeur. The peony, a symbol of prosperity and honor, is prominently displayed, creating a striking visual impact. The boxes are designed to resemble windows, inviting recipients to the Chow Tai Fook New Year moment, symbolizing a warm welcome and new beginnings.

Calendars

The calendar design extends the window concept, pairing it with different genres of flowers that match the respective months. Each page of the calendar features a unique flower illustration, symbolizing the beauty and diversity of each month. The color palette of each page varies, reflecting the changing seasons and adding a dynamic visual element to the calendar. This thoughtful design ensures that the calendar is not only functional but also a beautiful addition to any space, making it a perfect gift for the New Year.

In summary, DASH has successfully created a cohesive and culturally resonant festive design for Chow Tai Fook’s Chinese New Year 2023 celebration. The meticulous attention to detail and the harmonious blend of tradition and modernity in the red packets, boxes, and calendars truly capture the essence of the festivities.