Under The Artisanal Movement of New World Development (NWD), Love Without Borders is a Create Shared Value (CSV) global initiative that was formed to combat the COVID-19 outbreak. When the pandemic hit, 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, the masks were distributed to low-income families and disadvantaged groups. A ‘Masks To Go’ dispenser programme was also rolled out across the city for convenient access to masks, available 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 available in different colourways and also includes editions for children. The graphics on the masks were designed to be easily read whilst also embodying the initiative’s positive mission. In line with this focus on legibility, mask dispensers located across NGO centres in Hong Kong were designed to be eye-catching and easily recognisable for users and passersby alike. Together, the visual identity and packaging design manifests the CSV values of social betterment through culture, creativity, social innovation, and sustainability.
Following a naming update from ‘New World Face Mask’ to ‘NewWorld Mask’, the packaging designs were updated and made available in an extended range of colours. A new collection was also launched, featuring duet colour combinations in a compact 5-pack box to inspire a spark of change.