Collective combat in face of a pandemic

New World Face Mask

Project Information

2020
Packaging
Art Direction
Identity
Logo
Naming
Packaging
Photography

Under The Artisanal Movement of New World Development (NWD), Love Without Borders is a Create Shared Value (CSV) global initiative formed to combat the COVID-19 outbreak. In response to a mask shortage in Hong Kong, NWD saw the need to support the community by producing and supplying ‘Made in Hong Kong’ face masks. Partnering with various NGOs across the city, masks are distributed to low-income families and disadvantaged groups. The ‘Masks To Go’ dispenser programme allows for easy and convenient collection with the use of a contactless smart redemption card.

Paying homage to its founder Adrian Cheng, CEO of NWD, the Love Without Borders visual identity is fronted by a stylised ‘A’, simplified from The Artisanal Movement logo. The packaging is comprised of a variety of different colourways including a children’s mask edition. The graphic is designed to ensure clarity of information and ease of understanding while instilling the initiative’s positive mission. Mask dispensers located across NGO centres in Hong Kong are designed to be eye-catching and easily recognisable for users and passersby alike. Together, the visual identity and packaging design manifest the CSV values of social betterment through culture, creativity, social innovation, and sustainability.

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Following a naming update from the former ‘New World Face Mask’ to ‘NewWorld Mask’, a modified set of packaging was created, including a series of expanded colourways. In another newly launched duet colour collection, a series of further compact 5-pack box packaging is introduced with duos of complementing colours to inspire a spark of change.

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