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 packet, 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.
For the design of Times China’s 2021 red packet, Box team takes “Ritual and music” as concept, to combine music wave image and the five Chinese Mythical creatures outlined by colorful dynamic lines, which present happiness and auspiciousness, to deliver the blessing wishes with a colorful energy melody. For the red packet of celebrating the Chinese New Year, Box team uses the image of the South Lion, and for the red pocket of celebrating a wedding, Box team uses the image of the North Lion. Both the south and north lion reflects the blessing of prevention of evil spirits while bringing good luck. For the red packet of celebrating a birthday, Box team chooses the image of the Chinese Phoenix to symbolize good fortune. For the red packet of celebrating a promotion, Box team uses the image of Golden Dragon, which has been the symbol of power since ancient times. For the red packet of celebrating a new baby, Box team chooses the image of the Qilin, which has always been connecting with the imminent arrival of a sage or illustrious ruler.
This project for the red packet is completely winning the mind of Times China. The elements of the Chinese Mythical creatures were good embodiment of the traditional Chinese culture, and wrapping with colorful appearances perfectly adapts to brand taste. Box brand design team made a huge contribution to this project and the brand value of Times China.
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 2021 Red Packet
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Hong Kong
- Agency/Creative City: Hong Kong
- Market Region: Asia
- Project Deliverables: Graphic Design, Packaging Design
- Format: Bag
- Substrate: Pulp Paper
- Industry: Real Estate
- Keywords: Red Packet, Red Pocket, CNY, Chinese New Years, Red, Traditional, 2021, Colourful, Golden, Gold, Culture
Design Director: Joey Lo
Art Director: Yvonne Chung
Designer: Mary Ma
Designer: Anna Ngai