Times China Holdings Limited, a company listed on the Hong Kong Stock Exchange, ranks among China’s top 500 private companies, the Fortune China 500 and the top 50 real-estate developers. Incorporated in 1999, Times China Holdings is today a leading urban development operator with engagement in China’s residential project development, urban renewal, industrial development, commercial development, community services, furniture and decoration, future education and other sectors.
Although Times China is a property company, it attaches great importance to its traditional culture and innovative spirit. Therefore, the innovation of red pocket, a special good with traditional Chinese significance, is also what Times China is pursuing.
Before any design process, Box team studies the traditional China elements. Box team aims to create a series of unique designs that not only adapt to the brand characteristics of Times China but also focus on the balance between tradition and innovation.
In the design progress, Box team considers Chinese traditional meaning and elements at first, creating five different meaningful red pockets with five important situations. For the red pocket of celebrating the Chinese New Year, Box team uses two kinds of Chinese ancient currency and diamond meaning wealthy. For the red pocket of celebrating a birthday, Box team uses flowers and present patterns to show blessing. For the red pocket of celebrating a promotion, Box team adds the fish and water materials. For the red pocket of celebrating a wedding, Box team draws amounts of heart and magpie showing love. Especially, the magpie has a special meaning in Chinese traditional myth. For the red pocket of celebrating a new baby, Box team paints butterflies and candles connecting with child characteristics. However, Box team wrapped all red pockets with colourful appearances. That redefined the traditional red pocket and adapt to contemporary taste. As a result, this packaging design finds a perfect balance between tradition and innovation.
This project for the red pocket is completely winning the mind of Times China. The pack redefined the model of the traditional red pocket pack and wrapped it with colourful appearances to perfectly adapt to brand taste. Box brand design team made a huge contribution to this project and the brand value of Times China.
- Agency/Creative: Box Brand Design
- Article Title: Box Brand Design Creates Times China 2020 Red Packet
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Hong Kong
- Market Region: Asia
- Project Deliverables: Brand World, Graphic Design, Packaging Design
- Format: Box
- Substrate: Pulp Paper