In Hong Kong, Chinese New Year is a huge festival and during the festivities, people give out red packets, or 'lai see.' Because of the popularity of red packets and the branding opportunity that they present, many brands in Hong Kong and Asia have created their own red packets to give away. Packet designs are consistently changing and it is up to a brand to make sure that they are catching the eye of their customers.
AIA is one of the largest insurance companies in Hong Kong and they work closely with Citibank to offer insurance products to Citibank’s members. For 2016, they wanted to create a very special red packet for high net worth individuals and they turned to us to design and produce them.
Because these packets were created for high net worth individuals, we designed a red packet with luxury in mind. Contrary to the name, red packets aren’t always red. We actually made this red packet in gold, for the added touch of luxury. In addition to the special colour, we added genuine Swarovski crystals to each red packet for the ultimate luxurious gift.
In addition to the crystals, we also created a sleeve that wrapped around the red packet that served to protect the crystals and well as give the packet more texture and depth.
The luxury packets were a resounding success and recipients responded positively to the packets, particularly because the design was very different than other red packets.