CNY Red Packet 2020

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Agency: Made Creative Limited
Senior Art Director: Jeremy Wan
Location: Hong Kong
Project Type: Produced
Client: Johnnie Walker
Product Launch Location: Hong Kong
Packaging Contents: Red Packet
Packaging Substrate / Materials: Paper
Printing Process: Foil stamping

In 2020 Johnnie Walker celebrated 200 years since they began the journey that took their famous whiskies to the four corners of the world. For this international brand, we helped to create an iconic CNY red pocket packaging that felt timeless and on-brand.

The packaging design concept is based on the well-recognized bottle shape from the Johnnie Walker series.

The designed envelope has two parts, an insert, and an outer envelope. On the outer envelope, the Chinese characters read Johnnie Walker’s famous slogan “Keep Walking” decorated with gold foiling.

What’s Unique?
The insert piece takes on the shape of the bottle and folds to hold a banknote. Once the banknote is taken from the envelope the insert can be used as a Fai Chun (wall decoration) for the Lunar New Year.