Revamping Tradition: A Creative New Year

RCS: Ruth Chao Studio's Innovative Take on Chinese New Year Gifts

The unique properties of this design lie in the red pockets, which are traditionally shades of red and gold. RCS: Ruth Chao Studio revamps these into a contemporary palette of vibrancy, whimsical and witty in its expressions. Each red pocket, unique in colour, has an originally-shaped flap, opening up to a surprise greeting within: ‘Wishing you a Creative New Year’.

These designs celebrate creativity as a play in the mind, a thoughtful journey, a bridge between perspectives, and a fusion of ideas. To spark both curiosity and the tastebuds, boxes of cookies were also gifted, creating a sensory feast for the sight, taste and mind.

The key graphic, which is on the gift bag and red pocket gift box, is created by overlapping two red pocket designs. This innovative printing technique forms a superimposed image as a creative celebration of time. The bag measures 150 x 115 x 274 mm, the red pocket gift box 119 x 214 x 24 mm, and the red pockets 90 x 184 mm.

The gift campaign is a collaboration with the client, PIN. The challenge was to ensure that the red pockets, card design and red pocket designs aesthetically aligned with the PIN cookie boxes. Comprehensive and intensive colour testings were conducted to ensure brightness and consistency in the final product.

This innovative approach to a traditional celebration was recognized with a Silver A' Design Award in 2020. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.