創造一個有價值的過程
Create a Valuable Process
中國大酒店 · 「賞粵」賀年利是封及揮春
China Hotel I LOVE CANTON Lunar New Year Red Envelope & Red Banners
CLIENT : 中國大酒店 China Hotel
PROJECT SERVICE : Product Design
自己友®企劃 A Zi Gei Jau® Project
錦囊打開，祝福滿載！
我們繼續為中國大酒店與自己友®的聯乘項目「I Love Canton 賞粵」設計了新的一款「賞粵封」(去年的版本請看這裡)。
不同於自己友®自家項目有較大自由度，賞粵封會以服務酒店品牌為首要，吻合其格調。賣點須一目了然，常規操作下便得到特別體驗，避免產生額外枝節。因此，我們只能在操作上找突破口，在開封過程中加插驚喜，注入新意義。
閉合時，賞粵封如同錦囊一枚，增加派出一刻的價值感：那不是一封紅包，是錦囊呢！畫面乾淨簡潔，正中「迎新」、「納福」二字，簡練表達出新年祝禱。
反傳統的開封方式，真的恰似打開錦囊般：手握標題二字，一上一下往外拉開，此時「迎新」、「納福」延展成兩副對聯：
「迎風招展萬象更新」
「納新吐故天官賜福」
而整個畫面也由安靜變成熱鬧。
我們總希望值著每一款利是封設計，能為這風俗帶來不僅限於金錢的意義。新賞粵封與去年的設計有相同的出發理念，也有更別於常規的體驗。這一合、一開的演變，有助於產生品牌傳播的談資，實現這項目本身所要服務的初衷。
Open the bag, get full blessings.
We have new envelope design for I LOVE CANTON, the crossover project between China Hotel and Zi Gei Jau® (see last year's design).
Different from the own project of Zi Gei Jau® with more freedom, the ILC Envelope needs to match the value and the style of the hotel brand. The design must be clear and avoid unnecessary contents. Therefore, we put a breakthrough idea during the process of the envelope.
In order to increase the sense of value, the closed ILC Envelope is looked like a simple and clean Chinese brocade bag, with two blessing titles of Welcome New Arrivals and Get Lucky in Chinese.
The way of opening is very special, it's really like opening a brocade bag: pulling the Chinese characters out to the opposite directions, and the titles extended into two couplets:
Flutter in the wind, every thing is new.
Take in the fresh with God blesses.
And plenty of lively decorations with festive atmosphere appeared at the same time.
More than just the level of money, we always hope to bring more meaning of the custom through our red envelope designs. The new design shares the same purpose with last year's version, with a distinctive experience. It can generate topics which contribute to the promotion of the hotel brand, to achieve the original target of the project.
除了賞粵封，我們也同時設計了其他的賞粵賀年小品. 這四款值著食字方式歌頌一眾玉男玉女(肉男肉女)的應節揮春，回歸「I Love Canton 賞粵」系列要表達的輕鬆風趣。
Besides, we also designed more ILC items for the Lunar New Year. Here is a set of red banners making some traditional blessing words into humorous puns to celebrate the year of the Pig.
