Agency: A Work of Substance
Creative Director: Maxime Dautresme
Design Team: Allison Davis, Billy Chung, Gabrielle Sanchez
Assistant Project and PR Manager: Sharon Cheng
Location: Hong Kong
Project Type: Produced
Product Launch Location: Hong Kong
Packaging Contents: Red Packets
Packaging Substrate / Materials: Paper
Printing Process: Foil stamping
Admired for the Ox’s indispensable role in China’s agricultural society, the Year of the Ox is a celebration of its diligence, integrity, and honesty. We designed five red packets to honour the Five Grains in ancient China – wheat, broomcorn, rice, foxtail millet, and soybean. Wrapped in a packaging that embodies the Ox itself, the packets are tucked neatly into a blizzard book mechanism that serves as a carrier for all the stories within.
The idyllic scenes depicting agricultural life are set against the backdrop of Ge Ba, an unassuming textile artform from the countryside. Reminiscent of cubist paintings, the featured Ge Ba are from the personal collection of François Dautresme, a prolific art collector who amassed over 7,500 items during his 35 years of travel, exploration and discovery in China, and more notably, the beloved and inspiring uncle of Substance’s founder Maxime Dautresme.
With just the right amount of heat and pressure, the magnificent gold foil stamping is applied on fine linen textured paper, bringing the idyllic scenes of the countryside to life. Wrapped in a packaging that embodies the Ox itself, the packets are tucked neatly into a blizzard book mechanism that serves as a carrier of all the stories within. Upon opening the packaging, the five packets splendidly fans out, instantly creating a delightful sense of wonder and surprise for our friends and family.