Once a year, the Lunar New Year is about to come to my hometown. To make the Tet atmosphere more lively and joyful, I have been doing a project of creating a collection of lucky red envelopes to send good things to everyone in the new year 2024.
The idea derives from the culture of cleaning and decorating house as well as gardening to prepare for upcoming Tet holidays with full of luck. This envelope collection “New Year Nurturing” is created with the nature spirit connected with a garden full of sunshine, blooming flowers and a clay pots ready for nature to blossom. Moreover, this beautiful garden is also a chance for me to send you a wish for your readiness and hopefulness for the new year full of flowers ahead – nurturing and blossoming.
Concept “Spring Garden” inspired by “nurturing and blossoming” gradually appears. Envelopes are depicted with a clay pot lying alone on a colorful mat. The coin created with a bronze circle arranged randomly around the garden symbolizes for the South-East Asian culture, with an aim to emphasizing the outstanding of envelopes. Together with the traditional belief, putting coins in a pot, or hanging them in front of the house would bring a lot of luck and fortune for the owner.
Based on that spirit, these red envelopes were named respectively as follow:
“Ươm Mầm – Đâm Chồi – Nảy Lộc – Kết Trái”
(“Nurturing – Sprouting – Blossoming – Harvesting”)
These names comes from very familiar words – carrying the cultural characteristics of the Southwest region, referring to a fruitfulness of nature.
- Agency/Creative: Yuno Tran
- Article Title: New Year Nurturing – Lucky Red Envelopes 2024
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Yuno Tran
- Market Region: Asia
- Project Deliverables: Art Direction, Graphic Design, Packaging Design
- Format: Tag
- Industry: Non-Profit
- Keywords: Red envelopes, Lunar new year, Graphic Design, Lucky money, Nature. Plants, Li Xi
Concept, Art Direction: Yuno Tran
Graphic Design: Yuno Tran
Photography: Nguyen Ly Tran Khanh
Producer: Quynh Anh
Copy Writer: Le Hoang Ngan