2020 was a trying year for the whole world and might have left us feeling beaten down, but it may have also been a year of rest and recuperation as we set our sights towards 2021.
As part of Millenia Walk's efforts to ring in a hopeful and upbeat Lunar New Year, we drew inspiration from the qualities of diligence, resilience and determination – each a distinct characteristic of the 2021 zodiac animal, the Ox – to inform our concept and designs.
Bouncing back and emerging stronger from a tough year, we created an art direction that represented the notion of newfound strength, courage, identity and optimism as we ushered in a new year. This led to 2 bright and bold key visual designs that added pops of colour throughout the mall in its various sizes and forms, which we're proud to have shared with the shoppers of Millenia Walk.
Red Packets made Modern
Extending and complementing the design of the key visual, we set out to introduce a modern take on Millenia Walk's red packet designs too. While a number of elements were retained, the design of the duo-design red packet set was amplified with additional colours, tactile textures and finishes. From the way the red packet holder uses both colour tones on its outer shell, to the split of colours within the holder, to the usage of iridescent foil stamping to highlight key elements juxtaposed against the smooth, velvet-laminated paper, each touchpoint was considered for maximum impact and delight.
Creative Direction, Art Direction & Design
Graphic Design & Development