Lunar New Year Red Packets Design

The Story

Morgan Stanley's Creative Studio designed a premium keepsake for the Lunar New Year, honoring the tradition of giving red packets, or 'hongbao.' The challenge was to integrate the vibrant red of the holiday with the brand's minimalist blue aesthetic while ensuring cultural relevance and luxury. After extensive research on competitors and previous campaigns, the team created three design directions featuring red envelopes housed in an elegant, reusable box that doubles as a jewelry box. This thoughtful packaging not only provided a luxurious unboxing experience but also served as a lasting brand touchpoint. The campaign successfully merged cultural significance with a sophisticated visual system, effectively engaging clients and stakeholders while reflecting the essence of the holiday.