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Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Creativeans C LogoCreativeans

Care For Each Otter:
Angbao Design for
Meaningful Festive Giving

Branding
Communication Design
Packaging Design
UI/UX Design
CARE FOR EACH OTTER

{ Project Overview }

Creativeans initiated Care For Each Otter as a meaningful Chinese New Year angbao design project, turning the tradition of festive giving into a platform for community support, wildlife awareness, hygiene, and responsible design.
CARE FOR EACH OTTER award logo 1

Centred on a set of antimicrobial and FSC-certified red packets, the project reimagines the angbao as more than a festive envelope. Inspired by Singapore’s beloved otters and the spirit of togetherness during Chinese New Year, the design uses playful illustration and cultural symbolism to express hope, renewal, and care for one another.

Through partnerships with Filos Community Services and Jane Goodall Institute (Singapore), the initiative extended the purpose of the angbao beyond gifting. Each red packet set became a small but meaningful way to support social and environmental causes, showing how design can connect tradition, responsibility, and positive impact.

A festive tradition struggling to stay relevant and meaningful in changing times.

{ Creative Challenge }

A festive tradition struggling to stay relevant and meaningful in changing times.
  1. 01

    Traditional red packets lacked hygiene and environmental responsibility

  2. 02

    Designs often failed to connect with deeper symbolism and renewal

  3. 03

    Public interest in festive giving risked becoming purely transactional

  4. 04

    Fundraising efforts lacked a creative platform to inspire support

{ The Solution }

A purposeful design that redefined festive giving with impact and meaning.

  1. Launched Singapore’s first antimicrobial and FSC-certified red packets

  2. Illustrated otters as symbols of family, fortune, and new beginnings

  3. Infused poetic blessings to build emotional and cultural resonance

  4. Partnered with Filos and JGIS to channel proceeds into social and environmental causes

A purposeful design that redefined festive giving with impact and meaning.
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{ Giving With Purpose }

The Care For Each Otter red packets were created to turn Chinese New Year gifting into a meaningful act of care, supporting both community welfare and wildlife protection through purposeful festive design.

For Lunar New Year 2022, we partnered with Filos Community Services, a not-for-profit social service organisation in Singapore that empowers individuals and families to live more fulfilling lives. All proceeds from the red packet purchases went towards Filos and its beneficiaries, allowing the angbao to carry a message of generosity beyond the festive season.

For Lunar New Year 2023, we partnered with Jane Goodall Institute (Singapore) to extend the campaign’s purpose towards wildlife awareness and protection. The red packets helped raise awareness of human-wildlife coexistence in Singapore, encouraging the public to better understand, respect, and protect local wildlife.

Giving With Purpose
Giving With Purpose image 1
Giving With Purpose image 2

{ Symbolism Behind The Design }

The Care For Each Otter angbao design uses cultural symbolism, local wildlife, and festive storytelling to express hope, renewal, togetherness, and prosperity after a difficult season.

The illustration was inspired by the Chinese idiom “雨过天晴”, which speaks of new hope after hardship. This idea is visualised through a family of otters emerging to play after a heavy storm, using vivid colours and uplifting details to capture a sense of recovery and optimism. The family of five otters also symbolises “五福临门”, representing blessings and good fortune entering homes and businesses.

A specially written festive couplet by Yulia Saksen’s mother completes the red packet design: “春到人间福满堂, 海獭逢春尤其乐.” It conveys the arrival of spring, prosperity, good health, happiness, and peace. The final words also form “满堂其乐”, suggesting the warmth of a full house and the joy of unity during Chinese New Year.

Symbolism Behind The Design
Symbolism Behind The Design image 1
Symbolism Behind The Design image 2

{ Post Campaign }

Care For Each Otter concluded with meaningful support from partners, the public, and local advocates, raising awareness for community care and wildlife protection in Singapore.

The campaign brought attention to two important causes across its 2022 and 2023 editions: supporting those in need through Filos Community Services, and encouraging greater understanding of local wildlife through Jane Goodall Institute (Singapore). Through the red packet initiative, festive giving became a way to contribute to positive impact beyond the Lunar New Year season.

Care For Each Otter also gained media coverage from platforms including Lianhe Zaobao, AsiaOne, and The New Age Parents, extending the campaign’s reach to wider audiences. The initiative was further supported by the public and local singer-songwriter Yokez, reflecting the collective spirit behind the project.

We extend our heartfelt gratitude to everyone who supported Care For Each Otter. Visit Care For Each Otter here.

“Thank you so much to Creativeans for remembering Filos and supporting us in any way you can through your work. Really appreciate it!”

Go Katheleen logo
Go Katheleen
Senior Manager, Administration, Filos Community Services

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Yulia Saksen

Co-Founder of Creativeans
International Brand Consultant

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