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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