In a daring departure from tradition, creative digital agency, C27, has embraced the strength and sophistication of the color black, infusing it into their meticulously crafted ang pow designs. Symbolising power, elegance, and the promise of new beginnings, black serves as a bold statement among the vibrant red envelopes commonly exchanged during Chinese New Year.
“We wanted to spark conversations among friends and families, a way of diverting from the annual ‘how come you’re not married yet’ or ‘did you gain weight’ questions,” explains C27’s CEO, Fazil Fuad, who faces these very questions every Chinese New Year, thanks to his multi-racial heritage. “Now you’ll have something new to divert the attention to this year, through a culturally controversial colour choice for your ang pow packets.”
The sleek black envelopes are adorned with subtle gold accents, creating a rebellion against the mundane. Inspired by the concept of a hidden dragon, this design unveils a narrative of hidden abundance within the darkness, serving as a visual metaphor on how true abundance, transcends appearances.
“Black is commonly associated with being a negative colour, when in often fact it’s a symbol of resilience, power, and unwavering confidence,” adds Fazil.
Upon opening the ang pows, recipients will be greeted by a hidden golden dragon and a QR code that, when scanned, leads them to an interactive microsite (www.whatisc27.com/cny). Here, they can then select between 9 personalised greetings to share with friends and loved ones, adding a modern twist to the age-old tradition of exchanging well-wishes during the festivities.
“As a creative digital agency, we thrive on breaking boundaries and reimagining the ordinary,” added Creative Director, Shaiful Ayisy. “Our black ang pow packets aren’t just a nod to tradition, they’re also a celebration of courage, to carve new paths and embrace change.”
In addition to the bold colour choice, C27’s ang pow packets fuses the spirit of innovation and tradition, and aims to inspire individuals to embrace their inner strength and embark on the journey of the new year with confidence and determination.
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