Scarlet Jade of the East

Festive Gift Set Inspired by Chinese and Japanese Culture

For the Chinese community, red is a traditionally symbolic colour of happiness. Hence the main packaging box comes in a bright, vibrant red tone adorned with sophisticated hand-drawn auspicious elements such as Koi fish (carp), a cultural symbol for overcoming adversity and Sakura flower representing a new begin. In order to balance out the boldness of the main design body, pastel colours were used on outer gift bags creating a modern, youthful vibe for the overall visual effect.

In the Asian gift-giving culture, all gifts received shall be opened privately out of respect for the gift giver. Considering the texture and condition of Bakkwa, it is best to vacuum-pack it in order to optimize its quality and taste. It is worth noting that when the inner packaging paper is vacuumed and sealed, the silhouette of Bakkwa’s surface reveals, causing a water flowing effect as if the ocean and wave come alive. As the ancient Chinese maxim goes, 'drink the water and remember its source,' appreciation is conveyed even when the gift receiver opens the gift in private.

Before the designing process began, comparison study on several countries’ culture, symbols and patterns was carried out. After conducting the research, theme colours were chosen. Legendary creatures in Chinese and Japanese mythology and folklore such as dragon, lion, Koi fish (carp), Sumo wrestler et cetera, were hand-drawn. The characters and patterns were turned into digital drawing and other design work was carried out on software afterwards. Tactile Bright White was used as the main packaging material. Coated 250g was used to make gift bags, coated 350g was used on the main gift box, both with gold stamping effect. As for inner packaging, vacuum bags were used to maintain the product’s quality. As this festive design is premium-oriented, only papers with good quality were used.

The product is sealed in a vacuum package and enclosed within a beautiful gift box, which is then complemented by a gift bag. Three layers of packaging show different element yet complement each other perfectly well.

The unfolding of the first concept started in May 2017. The designing process started in June and finished by July. Packaging materials were chosen and mockup design was built in August. Printing of packaging materials including two types of paper bags, main packaging boxes and inner packaging bags was carried out during September and October. By end of 2017, all products were packaged with this new design and were put on shelves in major stores as well as online stores starting January 2018.

Careful thoughts and research on gift-giving culture in the East Asia region were carried out in order to find out the most suitable colours, elements and patterns for this design. As a result, most similarities were found between the Chinese and Japanese culture. In order to retain the Chinese tradition and at the same time to bring a tinge of foreign element to this design, Japanese elements were integrated with the symbolic colour of Chinese to create a new masterpiece specially for this festive season. It is important to know that different culture can be very same, as long as the hearts connect.

The most challenging part of this design is to assimilate both Chinese and Japanese culture and to find a balance between both. Considering gift-giving culture from both sides, packaging of the product becomes vital as it is important to convey the idea of gratitude through every aspect of design - from inner packaging to the outer. Apart from that, the choice of the packaging materials is also important in order to create a luxurious gift box image without looking too heavy or bulky.

The design is inspired by the similar gift-giving tradition of Chinese and Japanese, as a means of passing good wishes and expressing gratitude. As red is a traditionally symbolic colour of happiness, the main packaging box comes in a bright, vibrant red tone adorned with sophisticated hand-drawn auspicious elements. The boldness of the main design body is balanced out by pastel coloured gift bag, creating a modern, youthful vibe.

This Design was awarded Iron in A' Packaging Design Award in 2018. Iron A' Design Award : Awarded to well-designed, practical, and innovative creations that meet professional and industrial requirements. Respected for integrating industry best practices and competent technical characteristics, they provide fulfillment and positive feelings, contributing to a better world.