Project Background:The goal of the project was to create an eye-catching and culturally appropriate red envelope design for Bremont watches to celebrate the Chinese New Year. The design needed to incorporate the spirit of the Year of the Tiger while adhering to traditional Chinese cultural preferences.

During the design process, I explored various cultural nuances that significantly influenced the final product. One critical aspect was to avoid realistic drawings of animals, as cartoon representations are preferred in Chinese culture. Additionally, I learned that a tiger with its back turned could symbolize bad luck, making it essential to depict the tiger facing forward. As a result of these insights, multiple design iterations were created. Among the rejected sketches, one featured a realistic depiction of a tiger, which was not culturally appropriate, while another included a tiger with its back turned, potentially symbolizing bad luck.

The final design was a result of careful research, collaboration with the Bremont China team, and adherence to Chinese cultural preferences. The successful design, which was both visually appealing and culturally sensitive, was acknowledged by Hypebeast in their 'Best of 2022 New Year Red Packets' feature. This project was an enlightening and enriching experience, which deepened my understanding of Chinese culture and its impact on design aesthetics.