Singapore-based design studio Foreign Policy is putting a playful spin on hongbao – the traditional envelopes that people put money in to give to younger relatives at Chinese New Year. To usher in the Year of the Snake at the end of January, the design studio decided to tap into 90s nostalgia by referencing the popular mobile game Snake.

Instead of the traditional red and gold embellished designs, the team created a set of envelopes designed to resemble the game being played on an old phone. Considering the gaming inspiration, the team even developed an interactive element in the form of a pocket device pre-loaded with the game Snake, as well as an angular custom pixel font named Snake Bit.

“We sought to honour this tradition while injecting a fresh and playful approach that would charm and engage the younger generation, encouraging them to embrace and remember this custom,” the studio explains.

The studio has been creating playful takes on hongbao for several years, including a 3D carrot-shaped packet for Year of the Rabbit and a tiger design for Year of the Tiger, however the tech aspect in this year’s project makes it the studio’s most ambitious so far.

Designers and brands are increasingly going the extra mile with Chinese New Year campaigns and projects, and this year, Foreign Policy aren’t the only creatives to have picked up on the Snake connection, with Balenciaga launching its own custom Snake console for select clients to mark the occasion.

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