Bound by Tradition, Driven by Renewal.
Chinese New Year or the Spring Festival is a festival that celebrates the beginning of a new year on the traditional lunisolar Chinese calendar. Marking the end of winter and the beginning of spring.
Client
Uniquead
Year
2026
Category
Design
Type of Work
Packaging design
Illustration
Animation
The background
Celebrated as one of the most important festivals in Chinese culture, this occasion is marked by the tradition of gift-giving, symbolising respect, gratitude, and good wishes for the year ahead. I was commissioned by Uniquead to create the key visuals, as well as the gift wrap, red envelope, packaging, and animation for this year’s celebration.
The challenge
As a traditional festival with a history spanning thousands of years, innovation becomes a delicate balancing act. The challenge lies in introducing new elements while preserving cultural authenticity, and in continually redefining how far creative boundaries can be pushed with each iteration.
My role
I led the end-to-end creative process, from initial concept development through to final execution, ensuring a cohesive and consistently high standard of output.
The approach
Rooted in the rich traditions of the Year of the Horse, this project explores the balance between heritage and contemporary expression. Red—symbolising luck, prosperity, and celebration—anchors the composition, while intricate floral motifs and ornamental patterns draw inspiration from a poem line by the Tang Dynasty poet Meng Jiao. "春风得意马蹄疾，一日看尽长安花”. " Buoyed by triumph in the spring wind, my horse races ahead;
In one day, I behold all the blossoms of Chang'an." It depicts a scholar who has just passed the imperial examinations, capturing the sense of ease and exhilaration that follows success. The surrounding flowers are influenced by European narrative religious paintings.
At the centre, a circular composition reflects unity and continuity, echoing the cyclical nature of time and renewal. Creating a dynamic tension between complexity and order.
The visual extends across key visuals, gift wrap, and packaging, offering a cohesive yet richly detailed visual language that celebrates both tradition and innovation.
