We designed Panerai's Chinese New Year red packets to symbolize perpetual prosperity, using glow-in-the-dark ink on a fish motif to merge the brand's value of time with traditional wishes of wealth.
Chinese New Year is the most important festival in Chinese culture, centered on traditions and well-wishes for prosperity. The popular idiom "May There always be Surplus All Time" perfectly aligns with Panerai's core value of time. The brand wanted to create a unique red packet for its customers that not only wished them wealth and abundance but also reflected its dedication to the concept of time.
To solve this, we used the fish, a key symbol of wealth and surplus in Chinese culture, as the central design element for the red packets. We then added a special touch by printing the fish graphic with glow-in-the-dark ink. This innovative detail ensures the red packet shines by day and glows at night, creating a constant visual representation of the idiom "Day or Night, Prosperity Anytime," a message that beautifully merges the traditional wish for wealth with Panerai's brand philosophy.
