Year
2022
Client
Lippincott / Chow Tai Fook
INDUSTRY
Jewellery
Partnership
Agency
To explore premium packaging directions that express Chow Tai Fook’s contemporary evolution while respecting its heritage of craftsmanship and artistry.
The creative exploration focused on clean geometry, subtle layering, and elevated tactility. Concepts combined traditional luxury materials with modern form factors, reimagining how fine jewellery could be presented through balance, proportion, and simplicity.
Guided by the themes of light, reflection, and purity, the design direction sought to translate Chow Tai Fook’s signature red and gold palette into a contemporary material story. The resulting concepts celebrated heritage through craftsmanship and modernity through restraint.
Prototypes and structural studies examined fitment engineering, material performance, and finish quality. Paper-wrapped rigid boards, precision inserts, and soft-touch linings were refined to achieve a harmonious blend of protection, presentation, and brand expression.
