Chinese New Year 2025
For Chow Tai Fook’s Chinese New Year 2025 campaign, we crafted a collection that seamlessly blends luxury branding with cultural resonance, aligning with the brand’s renewed identity. The project encompasses red packet design in VIP and normal versions, packaging design for bulk and VIP box sets, and calendar design for desk and wall formats, all tied together through thoughtful graphic design. A butterfly motif, inspired by a Chow Tai Fook high jewelry piece, takes center stage—symbolizing transformation, joy, and good fortune in Chinese culture, perfect for the New Year’s themes of renewal and prosperity.
sector
luxury goods
work
creative direction / art direction / red packet design / packaging design / calendar design
Chinese New Year 2025
For Chow Tai Fook’s Chinese New Year 2025 campaign, we crafted a collection that seamlessly blends luxury branding with cultural resonance, aligning with the brand’s renewed identity. The project encompasses red packet design in VIP and normal versions, packaging design for bulk and VIP box sets, and calendar design for desk and wall formats, all tied together through thoughtful graphic design. A butterfly motif, inspired by a Chow Tai Fook high jewelry piece, takes center stage—symbolizing transformation, joy, and good fortune in Chinese culture, perfect for the New Year’s themes of renewal and prosperity.
sector
luxury goods
work
creative direction / art direction / red packet design / packaging design / calendar design
Challenge.
The primary challenge was to align the entire collection with Chow Tai Fook’s recently renewed brand identity while preserving the cultural essence of Chinese New Year. We needed to integrate the brand’s new graphic elements into the red packet design, packaging design, and calendar design without compromising the festive spirit. Additionally, the designs had to cater to both VIP and general audiences, balancing exclusivity with accessibility, all while ensuring the graphic design maintained a cohesive and luxurious aesthetic across all items.
Creative Design &Development.
Building on our successful collaboration with Chow Tai Fook for their 2023 Chinese New Year campaign, where we introduced a butterfly motif to symbolize elegance and renewal, we evolved the concept for 2025 to align with the brand’s updated identity. The butterfly, inspired by a Chow Tai Fook high jewelry piece, remains a central element, symbolizing transformation, joy, and good fortune—values deeply rooted in Chinese New Year traditions.
For the red packet design, we incorporated intricate lattice patterns reminiscent of traditional Chinese window designs, paired with a vibrant red-and-gold palette to evoke luck and prosperity. The VIP red packets feature enhanced detailing, such as embossed textures and metallic accents, while the normal versions maintain a sleek yet festive look, ensuring accessibility without sacrificing style. Our packaging design for the bulk and VIP box sets elevates the unboxing experience, using the same butterfly and lattice motifs with premium materials like textured paper and gold foiling to reflect luxury branding. The calendar design for both desk and wall formats blends functionality with festivity, featuring the butterfly as a recurring element alongside subtle lattice patterns, bringing a touch of Chinese New Year charm to everyday spaces. Every aspect of the collection was meticulously crafted through graphic design, ensuring a harmonious balance between Chow Tai Fook’s heritage and its modern aesthetic. By refining the visual language we established in 2023, we created a 2025 collection that not only celebrates the festive season but also reinforces Chow Tai Fook’s position as a leader in luxury branding, delivering a cohesive and culturally resonant experience across all touchpoints.
Creative Design &Development.
Drawing inspiration from the rich tapestry of Chinese culture, DASH developed a concept that marries tradition with innovation. The central theme centers around the window and the Moutan Peony, symbolizing a fresh start and prosperity.
Red Packets and Boxes
For the red packets and boxes, DASH chose vibrant colors with a focus on red and gold, symbolizing luck and wealth. The design features a Moutan Peony and window motif, with intricate patterns that evoke a sense of festivity and grandeur. The peony, a symbol of prosperity and honor, is prominently displayed, creating a striking visual impact. The boxes are designed to resemble windows, inviting recipients to the Chow Tai Fook New Year moment, symbolizing a warm welcome and new beginnings.
Calendars
The calendar design extends the window concept, pairing it with different genres of flowers that match the respective months. Each page of the calendar features a unique flower illustration, symbolizing the beauty and diversity of each month. The color palette of each page varies, reflecting the changing seasons and adding a dynamic visual element to the calendar. This thoughtful design ensures that the calendar is not only functional but also a beautiful addition to any space, making it a perfect gift for the New Year.
In summary, DASH has successfully created a cohesive and culturally resonant festive design for Chow Tai Fook’s Chinese New Year 2023 celebration. The meticulous attention to detail and the harmonious blend of tradition and modernity in the red packets, boxes, and calendars truly capture the essence of the festivities.
