As we enter our 30th year (plenty of anniversary plans are underway, don’t you worry) our Singapore Studio has been busy planning another celebration – Chinese New Year. Taking over from the reign of the Sheep this year is a quick-witted, lively figure – the Monkey. Following the lunar calendar, 8th February 2016 welcomes the Year of the Monkey, the ninth in the 12-year cycle of the Chinese zodiac.
Continuing our Singapore Studio’s tradition of zodiac-themed gifts during Chinese New Year, our clients across Asia received a limited edition, DB-designed tote bag capturing this cheeky creature hanging from a tree. OK, it’s a tote bag handle, but you get the idea!
The concept was the result of a collaborative brainstorm at DB Singapore. With the tail as the bag’s handle, our hero monkey hangs off the wearer’s shoulder – an auspicious peach in one hand, reaching out playfully for the Design Bridge logo with the other.
Led by Designer Jin Ping (with help from Amanda and Jade), we chose a black & white etching style for the illustrations, echoing our own brand language. And with a very tight turnaround time, we chose to transfer print the design onto the bags. Each monkey was painstakingly aligned to the bag handles – a truly hand-crafted process.
Each tote was then carefully folded and encased in a sturdy box (a big thanks to all of our helpers from the Client Services Team and Reception), then sealed with our bespoke sticker label featuring a pair of peaches. This was our twist on the more conventional act of greeting the Lunar New Year with a pair of mandarin oranges. (Fun fact: peaches symbolise immortality, or the wish for longevity. And in the popular Chinese novel ‘Journey to the West’, peaches are Sun Wukong’s – the Monkey God’s – favourite fruit.)
All that’s left to do now is say to all of our clients, collaborators and friends “Xin Nian Kuai Le” and “Gong Xi Fa Cai”* in the Monkey year ahead!
And, finally, a special thanks to Dorcas and JP from DB Singapore for putting this blog post together.
*”Happy New Year” and “Wishing You Prosperity”, common Chinese New Year greetings in Mandarin.