Chun Jia Ge Li is a branding project inspired from the current COVID-19 pandemic, when we can't go outside or travel for family gathering during Chinese New Year Festival. However, it is still made possible to continue our tradition with this project.

Most of people live alone or with few family members, so I designed the set to include few amount of food so they can finish it.

The logo consists of letter 春 meaning spring, used in Chinese to refer to Chinese New Year. The top of the letter is covered by a roof, implying to the meaning and concept of the brand "Celebrating Chinese New Years inside our home". 

Food packaging comes in different categories of boxes; desserts, meat, sweets and fruits.

There is also a piece of fabric within the package to lay it on the table or floor, due to limited space, this is ideally designed for floors.

Our package includes incense stick, Gim Huay, and candles, which can be chose to not be lit due to limited space; some of targeted audience might live in condo or apartment, therefore lighting the incense sticks may trigger the fire alarms, or may create some smells.

Due to limited space of the target audience, they may not be able to burn the worship papers, therefore I designed an AR motion postcard with animation so the customers can scan on Artivive to get a sense of traditional celebration in previous years.

Since some people are slightly more strict about what they need to offer/worship, I have created a checklist for them to fill out what they would prefer in the package.

Money transfer slip design will appear as a template when the customer transfer their Red Envelope money to their Nephews (since the target audience is around 22-30 years old, they may have to give red envelope to the younger ones in the family). This makes it more convenient when people are facing the pandemic.

Research and planning

Visual research

Refining Logo

Checklist drafts (adjusted the layout)

Poster and postcard refining process

Unused package designs

Video process