Lunar New Year Red Packets Design

Challenge: Red packets, or “hongbao,” are synonymous with the Lunar New Year, symbolizing the tradition of giving and receiving money among family, colleagues and friends. Morgan Stanley wanted to honor this tradition with a premium keepsake for clients and stakeholders. This holiday is characterized by its vibrant red color and intricate ornamentation, which stand in contrast to our brand’s inherent minimalist blue aesthetic. Additionally, we kept several other considerations in mind: 1. Ensure cultural relevance in our campaign design. 2. Exude luxury and prestige while remaining true to our core values. 3. Develop an adaptable visual campaign with sustainable production. 4. Enhance the ordering website and relocated the digital experience to Asia to address local market needs more efficiently. Approach: To develop the campaign, we conducted extensive research, analyzing competitors within the financial sector as well as in high-end retail and fashion brands. We reviewed previous campaigns to identify areas for improvement and differentiation to ensure this campaign would stand out. Solution: We developed three compelling design directions featuring a suite of red envelopes housed in an elegantly designed premium box. In addition to housing the envelopes and a branded pouch, the box was designed to be reused as a jewelry box. Altogether, the package offered a luxurious experience and a brand touchpoint with an item that can be used beyond the holiday season. Outcome: The beauty of the intricate illustrations, the craftsmanship of the box and the elegant unboxing experience captured the spirit of the holiday with sophistication. Further, the campaign successfully merged cultural relevance with a strong visual system that beautifully expanded across deliverables. It effectively engaged clients and stakeholders while honoring both the essence of the holiday and our brand’s commitment to excellence.