The Art of

      greetings

Client:
  • Sun Hung Kai Properties
Category:
  • Properties
Work Scope:
  • Art Direction
  • Brand Identity
  • Copywriting
  • Hoarding Design
  • Illustration
  • Key Visual
  • Logo & Logotype
  • Map Design

DESIGN
Concept

Graceful Choreography of the Brush

Paying homage to the beautiful culture of Fai Chun writing, a 1400 year-old beautiful tradition that has graced the doors of Chinese families in the joyous times of the New Year, we welcome the new year blessings painted in the style of artistic calligraphy.
With contemporary flair, our hand drawn writing sends a lively message of tradition, filled with heartwarming wishes and loving hope.

THE PROCESS

KEY ART

      Dancing

across vivid

          canvases

The brush
we painted
lively scenes celebrating
the traditional festival

Dancing

across vivid

canvases

The brush
we painted
lively scenes celebrating
the traditional festival

As each character forms a pictorial language that is synonymous to the beautiful meaning it carries – the strokes of flower (花) blossoms into prosperity, as bamboos (竹) thrive in beauty without bounds, within a rounded prosperity (福) that captures fulfilling abundance.

Brand
Experience

A traditional candy box with a modern twist, this unique gift kickstarts the New Year with delightful surprises, one drawer at a time.