The brief: To identify a current cause or issue, and turn it into an opportunity to affect change through brand.
The concept: The current issue we chose to change through the use of a new brand is the Cantonese Culture in the UK, specifically for British Born Chinese people who have or feel like they have lost their connection to their heritage due to being brought up in a different country.
Having been brought up in the UK, I was never formally educated about my culture and traditions in my mother tongue, Cantonese. Towards the end of my university life I met a different variety of people and I realised I was not the only one who thought the same about my upbringing.
I want to promote the awareness of Cantonese the language and its rich culture and history. Since the UK does not have a large population of BBCs (British Born Chinese) and we are more known to be passive than loud and active individuals, creating a community to share nationality would really unite us together.
The "Cheat Sheet" booklet
Cheat sheet booklets are handed out in decorated red pockets, the user then opens and reveals the unexpected booklet and discovers the contents as a cheat sheet. The cheat sheet consists of Chinese sayings, in both the Chinese characters and jyutping (romanisation of Chinese characters) and they also contain the meaning of the sayings. At the end of the booklet the user discovers Cantonease and an invitation to an event - the perforated page can then be ripped out and the invite card can be kept seperately.
Once the user has finished reading the different sayings and teared the invitation out, they discover that the booklet opens out to become a 福 (fortune) poster, which can then be placed on the front door or inside the house to bring good luck!