The Chinese community in Canada faced discrimination, hate, and bias amid the COVID-19 pandemic. Between 2020 and 2021 reports of workplace discrimination against Asians grew by 348%, denial of service grew by 187%, cyber racism increased by 73%, and shunning by 52%.
As the Lunar New Year approached, the client, TELUS, wanted to create a red packet design that would bring positivity and harmony to the community. The challenge was to create a design that would reflect the cultural significance of the festival and TELUS' brand identity while appealing to the Chinese community.
Insights & Strategy
To understand the Chinese community's cultural beliefs and values, we conducted research that led us to discover that the Chinese zodiac identified 2023 as the year of the Rabbit, a symbol of longevity, harmony, and prosperity. These cultural insights became the foundation of our design process, which focused on incorporating the Rabbit as a positive sign in the Red Packets design. The Yin-Yang concept was also introduced to represent harmony, polyphony, and equality.