INSPIRATION:
Chinese salty-sweet dried meat, better known as Bakkwa, traces its origin back to Southern China and was brought to Southeast Asia by Chinese immigrants in the 40s. It has since then became a popular delicacy usually eaten during Chinese New Year. Although Bakkwa has become more affordable in recent years, it was an expensive, luxury food and offered as a lavish gift only to important family and friends as a symbol of welcoming prosperity for the coming year. The Chinese tradition of gift-giving as a way to express love and affection can also be found in the Japanese gift-giving culture- ‘omiyage’ or ‘temiyage,’ hence Japanese elements with specific meanings were used in combination with Chinese oriented design to create this significant, meaningful festive gift set as a means of passing good new year wishes to the gift receivers and consumers.
PROJECT DESCRIPTION:
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, as a means of passing good new year wishes to the gift receivers and consumers. In order to balance out the boldness of the main design body, pastel colours were used on outer gift bags creating a modern, younger 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, which has a water activity below 0.7 and shall be stored in a cool and dry environment, it is best to vacuum-pack Bakkwa 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, then the ocean and wave design on it comes alive as if the water is flowing. As the ancient Chinese maxim goes, “drink the water and remember its source,” gratitude and appreciation is conveyed even when the gift receiver opens the gift in private.
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Designer : Shawn Goh Chin Siang
Copywriting ：Joan Yeong
Shawn Goh graphic design lab. All rights reserved © 2017-18
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