The Brief

It is customary for hotels in Singapore to give out red packet envelopes to their guest during the Chinese New Year Festive season.  

As a hotel that is rooted in local arts and culture, Andaz Singapore wanted their red packet design to be inspired by the art collection in its premise as well as vibrant cultural hub of Haji Lane, Kampong Glam and Little India that is surrounding the hotel.

The Solution

I wanted to break away from using expected Chinese New Year colours and traditional imagery of auspicious Chinese elements such as laterns, flowers or Chinese characters on the red packet but instead convey the expression of 'celebration' and 'happiness; in a more abstract and non-literal way. 

Using unexpected colour accents such as blue, teal and fuchsia conveys a message of harmony, vibrancy and togetherness that is lacking in what we normally would see in a red packet design. 

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Branding and Visual Communication Specialist

© 2020 by Arty Guava.

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