CNY packaging designs from HK brands: Which one wins your heart?

During festive seasons, brands often release special editions of their products to generate buzz and increase sales. Chinese New Year is no exception, and as the Year of the Dragon approaches, numerous brands have launched dragon-themed or CNY-themed products to celebrate the festive season.

Apart from giving out red packets, Chinese New Year is also known for gift giving as a way to wish our loved ones a happy, successful and prosperous new year with good fortune. This can include beer cans, wine bottles, chocolates, amongst others.

For this time round, MARKETING-INTERACTIVE has rounded up the some of the most captivating and creative packaging designs from local brands.

Carlsberg

In honour of the Year of the Dragon, Carlsberg is commemorating this auspicious occasion with a special edition can. 

This unique can design captures the smooth and silky texture of Carlsberg beer, while showcasing a mesmerising dragon pattern inspired by the graceful movements of traditional silky dragon dances. 

The dragon, symbolising boundless wealth and good fortune, takes centre stage as Carlsberg extends its heartfelt wishes for a year filled with tremendous success and effortless endeavours.

Hennessy

Hennessy has partnered with digital artist Yang Yong Liang (楊泳梁) to launch the Year of the Dragon edition of its V.S.O.P spirit and X.O and PARADIS cognacs with elegant dragon-themed appearances. 

For V.S.O.P (pictured left), the gift box features a dark red colour tone with soaring mythical dragons, while the bottle has a vibrant and bright red hue, a colour that symbolises power, greatness and good fortune in Chinese traditions. 

The X.O (pictured upper-right) and PARADIS (pictured lower-right), however, opted for a gold and a brownish finish respectively. Likewise, the gift boxes for both cognacs feature auspicious dragons to signify the Year of the Dragon. The bottle of X.O has highlights of flowers blossoming, while that of PARADIS has illustrations of flying golden dragons. 

Together, the three bottles of wine celebrate a joyful and prosperous new year and ask everyone to gather together to honour everything we share. 

Johnnie Walker

This year, Johnnie Walker is putting its Blue Label up for a Chinese New Year honour, as it unveiled a Year of the Dragon limited edition which features a vivid illustration of a wood dragon on the packaging, designed by Taiwanese-American visual artist James Jean. 

The wood dragon, often regarded as the mightiest zodiac animal, is widely seen as a symbol of life, creativity, and prosperity. As such, the wood dragon packaging echoes Johnnie Walker’s motto “Keep Walking”, according to the brand. 

Lady M

As we enter the Year of the Dragon, Lady M, known for its mille crêpes cakes, has unveiled a Chinese New Year gift set. Opening the box reveals a spinning plum blossom, symbolising prosperity, and adorned with enchanting flying dragon patterns. 

Moreover, the gift box itself is designed akin to an accessory box, with the exterior featuring a dragon skin pattern, exuding a sense of elegance and intrigue. The set also features an array of bon bons, crêpe biscuits, five lucky red envelopes, a greeting card, and a custom-designed gift bag.

Starbucks

Starbucks has embraced the spirit of the Chinese New Year by presenting a captivating selection of merchandise collections inspired by this year's zodiac sign.

This year, Starbucks has launched the “Guardian Dragon and Its Keeper” merchandise collection, comprising 21 tumblers, water bottles, coffee mugs and lifestyle products.

With vibrant hues of red and turquoise, each item in the collection showcases lively illustrations of soaring dragons, symbolising their spirited journeys and infusing the essence of vitality and energy into the year ahead.

Young Master (少爺啤) 

Following the set of “Ying” “Yang” CNY beers last year, Young Master has unveiled the latest iteration, titled “Double Dragon tea-flavoured beers” to usher good luck in the upcoming Year of the Dragon. 

The latest set includes two beers, namely “Golden Dragon” (金龍) and “Scarlet Dragon” (赤龍). “Golden Dragon” is an oolong pilsner with hints of rose, jasmine and orchid flavours. Meanwhile, “Scarlet Dragon” is a kumquat earl grey ale. 

The brand said these beers symbolise radiance and prosperity as it wishes Hongkongers good fortune and joy and to ward off evil spirits with the beers. 

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