Holt Renfrew
Lunar New Year, Package Design

2021
Creative direction: Marlene Neves, Jessica Diaz, Isabella Jusková
Illustration and design: Jeremy LeungPhotography: Haley Ma and Andy Jackson
Food styling: Louisiana Mei Gelpi

Challenge

Designing a visual motif that modernizes the Chinese Zodiac for a high net-worth audience and attracts shoppers to Canada’s pre-eminent destination for luxury fashion.

Background

I was approached in Fall 2020 to represent Holt Renfrew as a brand ambassador and illustrator for their 2021 Lunar New Year Campaign. It was the year of the ox, more specifically, a water ox (there are 5 elements that pair with each Chinese zodiac annually). Taking inspiration from traditional Chinese paintings of river oxen, I began sketching the animal with strength and vitality in mind going into the year 2021.

Implementation

As is Chinese Lunar New Year tradition, a red envelope (known as 紅包, hóngbāo) is traditionally given to your friends and family. I decided to make it gold for this design in particular, emphasizing a fresh take on luxury packaging. A set of 8 envelopes encased in a collectible box with a die-cut of the oxen’s head would also be produced for the campaign.

Another top priority was that the design was applicable to both digital and physical applications; on the web, it was applied across all of Holt Renfrew’s e-commerce verticals and socials. For in-person shopping, a variety of visual merchandising applications were implemented, including an 8-foot “Lunar Moon Gate”, a ceiling-supported fixtures in the atrium and a “Wishing Tree”. The design was also transferred into window vinyl, applied at each of Holt Renfrew’s 8 storefronts across Canada.

Lastly, I was asked to be in front of the camera as a brand ambassador, and curated my own photoshoot with various objects and dishes that represented my celebration of the holiday.