Bamboo: A Unique Design for Chinese New Year Red Packets

Abstract Bamboo Pattern Creates a Striking Visual Identity

Bamboo, a Chinese New Year red packet design by Caxton Chung for Nomura, stands out with its unique approach to visualizing the traditional symbol of bamboo. The abstract pattern, created by duplicating Nomura's signature graphics, adds a modern touch to this age-old motif. The firm's logo, placed on a circle representing perfection in Chinese culture, adds a touch of elegance to the design.

The design consists of 20 red packets and a luxury packaging box, all made from 300gsm Multipop China Red paper. The abstract bamboo pattern is embossed onto the red packets, while the circle and the firm's logo are highlighted with two shades of gold hot stamping. This combination of techniques and materials creates a visually striking and luxurious design.

The packaging box measures 11cm (W) x 20cm (H) x 2.5cm (D), while the red packets are 9cm (W) x 11.5cm (H) in size. The compact size of the packaging box makes it easy to present to clients, while the red packets are the perfect size for giving out during Chinese New Year.

The design team, led by Caxton Chung, worked on this project from October to December 2017 in Hong Kong. The final products were launched in various cities in Asia, including Hong Kong, Singapore, and Beijing.

One of the main challenges of this design was creating the abstract bamboo pattern using Nomura's visual element. It required several rounds of adjustment and revision to achieve a bamboo-like pattern without distorting the firm's visual identity. During production, extra attention was given to ensure the embossing of the pattern was sharp and clear.

Bamboo has received recognition for its outstanding design. It was awarded the Iron A' Design Award in the Packaging Design category in 2018. This prestigious award is given to designs that meet professional and industrial requirements, integrating industry best practices and competent technical characteristics.

With its unique approach to visualizing bamboo and its attention to detail, Bamboo is a standout design that captures the essence of Chinese culture while maintaining a contemporary aesthetic. It is a perfect corporate gift for Nomura's clients during the Chinese New Year festivities.