Legend has it, before the creation of time, a great race was organized by China’s Jade Emperor challenging 12 creatures of Earth to quickly traverse a river in order to enter Heaven. The winners were awarded by having a year named after them in the order of victory. The rabbit, craftily jumped across stones in the river, finishing fourth. Ever since, the fourth year of China’s 12-year zodiac cycle honors the rabbit. Thousands of years later, we celebrate that victory again in 2023.
Hoppy new year
Our creative tradition to celebrate the Chinese Lunar New Year
continues. Also known as Spring Festival, it's China's most
important holiday period ushering in the start of Spring. We
give a modern spin on an age-old tradition by designing a set
of 8 Hongbao (红包). These are envelopes filled with money
and gifted to clients, colleagues, family and friends during the
festival. Why 8? Because 8 is the luckiest number in China.
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兔然暴富
[tù rán bào fù]
A play on the idiom meaning to get rich suddenly – phonetically with the character 突 (tū) and rabbit (兔 tù). In this case, thousands of carrots unexpectedly appearing for the rabbit symbolize luck and prosperity in 2023.
An embossing technique creates a tactile quality for the carrots.
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花团锦兔
[huā túan jǐn tù]
A play on the Chinese idiom which celebrates the splendor of flowers blooming in Spring. In this case the 簇 (cù) is replaced with rabbit 兔 (tù), as the petals become a family a bunnies gathering together to usher in Spring.
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兔子回家了!
[tù zi huí jiā le]
Celebrating the journey of hardworking bunnies.
Always on the go collecting food, gifts and money
to bring home the best as they visit their family
during Chinese New Year. The maze outline spells
the characters – “回家” (huí jiā) – come home!
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饱腹升财
[bǎo fù shēng cái]
Every Chinese New Year, families gather around a
heaping plate of dumplings for a traditional holiday
meal. The shape of the dumplings resemble a
boat-like silver or gold ingot, symbolising home
and fortune. "饱腹升财" (bǎo fù shēng cái) means
eat more dumplings, raise your wealth and luck!
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其乐绒绒
[qí lè róng róng]
Spring Festival is a time to celebrate the home and
family (fluffy or not)! Here we play with typography
to create an adorable furry bunny using two
exclamation marks to share our festive excitement.
An ultra-plush fur print plays on the 绒绒 (róng róng)
meaning super soft and comfy, just like home.
兔安鱼安
[tù ān yú ān]
Rabbits are known for their big families! And no
family is complete without its cast of colorful
characters. Deconstructing the Chinese word for
reunion 团圆 (tuán yuán) to cleverly craft the
phrase - “兔安鱼安” (tù ān yú ān) meaning ‘rabbit
safe, fish safe’ – celebrating the safe gathering of
families around a holiday meal.
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静如止水 动如脱兔
[jìng rú zhǐ shuǐ dòng rú tuō tù]
Spring is when rabbits shed their winter coats and run free.
Using a dynamic lenticular printing technique, we show the
transformation from a contemplative (静 Jìng) winter bunny
to an energetic (动 Dòng) spring rabbit as it sheds its worries
and charges carefree into the year ahead.
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兔0兔3
[tù líng tù sān]
The Chinese word for rabbit "兔" (tù) sounds like
the number "two". Here we show the rabbit’s
agility with a graphic typography, striking a series
of fabulous poses to form 2023 – the Year of the
Rabbit - with a furry print creating elegant depth.
We loved this concept so much, we also used it for
the outside packaging of the Hongbao set!
