LUNAR NEW YEAR 2023

CHINATOWN LONDON

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2023 is the year of the rabbit in Chinese zodiac calendar. For this project we have combined the rabbit with four Chinese cultural symbolic elements: bamboo for improvement, fish for wealth, persimmon for luck, and dumplings for reunion.

In creating the physical red envelopes, we chose high-poundage paper and used gold stamping techniques, enhancing the envelopes with a quality feel. Customers participating in our campaign and visiting the restaurant we have partnered with will have the chance to win these specially designed red envelopes.

We have also designed a digital motion version of the red envelope for social media. In this design, playful rabbit illustrations play hide and seek among these four symbolic elements.

These red envelopes represent good wishes and luck for the new year ahead.

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_{Art Direction: Jett Liu
Graphic Designers: Avis Hsieh / Jett Liu
Motion Design: Avis Hsieh / Jett Liu
Client: Chinatown London
Represented by Hylink UK}