L’Amour Red Packet Boxset

A Contemporary Design for Chinese Festivals

L’amour by Journal de Chic is a contemporary design for Chinese festivals. In Chinese and other East and Southeast Asian societies, a red packet is a monetary gift given during Chinese New Year (CNY) and weddings. It symbolizes good fortune for the upcoming year and is traditionally given to children, family members, and unmarried individuals.

L’amour Red Packet Boxset contains 16 red packets, with 8 pieces on each side, symbolizing fortune and completeness in life. What sets this design apart is the ability for merchants to choose from 26 different designs and combinations, ranging from "A" to "Z," according to their initials and personal needs. Additionally, there are four playful designs ("$", "500", "CNY", and "HK") that can be paired with the selected packet. This level of personalization offers a sense of uniqueness and allows individuals to create a personal touch for themselves and the people they cherish. It fills a gap in the commercial market, where only traditional red packets with initials in Chinese can be found.

The embossed graphics of the letter "Y" connecting to each other represent the new year and the years to come, symbolizing hope and best wishes that will last for decades. The choice of a large format for the red packet eliminates the need to fold the dollar note in half while preparing it, making it more convenient for gifting.

The L’amour Red Packet Boxset is made using fine paper and measures 20cm x 20cm x 3cm. The design was realized over a period of 6 months in Hong Kong, where extensive research was conducted to understand the preferences of the target audience. The design team, led by Alex King, overcame creative and technical challenges to develop new printing effects that complemented the selected paper medium.

With its unique and personalized approach, L’amour Red Packet Boxset caters to the middle-class married individuals who want to choose personalized red packets to represent themselves as unique and extraordinary. It offers a fresh alternative to the market, allowing individuals to showcase their individuality and social status through personalized gifts.

The L’amour Red Packet Boxset was awarded the Iron A' Design Award in the Giftware Design category in 2021. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The design is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.