Self
Year
2019
Creative Direction
Design Execution
Lucas Lim
In 2021, Chinese New Year arrived under unusual circumstances. A celebration steeped in tradition—red packets filled with cash, familiar greetings, and lively gatherings—was reshaped by Phase 3 guidelines, urging smaller groups or virtual visits.
While customs endure, changing times call for adaptation. This set of red packets and posters was created to preserve the spirit of CNY while sparking fresh conversations. Centered on the Year of the Ox, the designs weave in imagery of beloved greetings and festive activities, keeping tradition alive in a modern context.
While customs endure, changing times call for adaptation. This set of red packets and posters was created to preserve the spirit of CNY while sparking fresh conversations. Centered on the Year of the Ox, the designs weave in imagery of beloved greetings and festive activities, keeping tradition alive in a modern context.