2021 is the Year of Ox (and cow) in the Chinese Lunar Calendar. Due to the pandemic, we were not able to celebrate Chinese New Year with our friends and family like we used to. So, we at ForReal Studio decided to spread a little joy and happiness by giving away free red packets (angpaos), designed by us. A little more than a thousand of these red packets were sent to clients, friends and family around Malaysia and Singapore, just in time for the celebration.
Elements
The red packet is designed with the Chinese Proverb "牛高马大" in mind, which means as strong as a bull, a most appropriate wish amidst this covid pandemic. We thought "milk" is the perfect idea as drinking milk helps keep your bones strong and healthy.
We created a fictional milk brand called "Holy Cow", with a milk carton design as a frame that fits nicely in a red packet layout. A dairy cow is illustrated as the key visual, with a Chinese New Year twist, by introducing elements like plum blossoms as its horns; and auspicious clouds replacing its black and white patch pattern.
Details
Typography
A custom Mandarin lettering of 牛高馬大 was crafted, largely inspired from Chinese traditional calligraphy that has a strong presence in Chinese New Year, in the form of 春联—calligraphy on red paper scrolls hung in doorways as a traditional decoration for the festival.
Finishing
Printed on Conservation Smooth 148gsm, with gold foil stamping, the inside of the red packet is also printed with an iconic dairy cow black and white patches pattern.
