The red envelope is a significant tradition in Chinese culture, commonly used during Chinese New Year. The red envelope, also known as 紅包, hóngbāo in Mandarin, is a red envelope that contains money. It is given as a symbol of good luck, blessings, and prosperity.
The act of giving red envelopes is deeply rooted in Chinese customs and beliefs. The color red is considered auspicious and is believed to ward off evil spirits. The money inside the envelope is seen as a gesture of goodwill and a way to share blessings with others.
The act of giving red envelopes is deeply rooted in Chinese customs and beliefs. The color red is considered auspicious and is believed to ward off evil spirits. The money inside the envelope is seen as a gesture of goodwill and a way to share blessings with others.
Drawing inspiration from traditional dragon Chinese motifs, the visual concept combines the swirling clouds and the logo AE.R SKIN behind them on the envelope. The dragon (Chinese New Year 2024 animal) is trying to catch the coin on the back side of the envelope allowing consumer intuitively hurry up to open it first. And the coin is already catched by dragon on the scratch-win-card so the consumers can try to catch their luck.
While maintaining a classic New Year's vibe, it injects the brand identity with a playful vibe.
