5 fierce Tiger-themed packages that made these brands stand apart

If you are drowning in a sea of red packets, you aren’t alone. We are too. With Chinese New Year round the corner, brands have bee kickstarted the festivities largely with their bespoke red packet designs. Others have taken a different route. For example, in China, Burberry partnered with local artists to beautiful Chinese chess art pieces by local artists. Meanwhile, Bottega went all out painting the great wall green with its branding. In Singapore, it also took over the Marina Bay Sands canal with its similar green branding.

Speaking of brands in Singapore and Malaysia, Tiger Beer and Love, Bonito also stood out with their executions. Tiger Beer has partnered with Malaysian streetwear brand, Pestle and Mortar Clothing (PMC), to launch an NFT collection of "Lucky Tigers". Dubbed as "The Tiger Archives", the collection features PMC's take on Chinese archival tiger artwork. Meanwhile, Love, Bonito has collaborated with visual artist Kristal Melson, also known as KrisonAutopilot, to create its very first NFT named "Tiger Bloom". Love, Bonito's spokesperson told MARKETING-INTERACTIVE that the artwork relates to the re-emergence of the self through the journey of becoming a mother.

According to the brand, Melson conveys an image of the feminine and the fierce with particular reference to the tigress. This is very much in line with the Love, Bonito theme of "Journeying with Women" which showcases the brand accompanying Asian women through various stages of their life.

Meanwhile, ranging from make-up brands, skincare products, and liquor brands, MARKETING-INTERACTIVE also saw several brands making a mark with their packaging. We've compiled a list of products that we thought stood out with their packaging executions. 

1. Johnnie Walker Blue Label 

If you're lost in the hues of red this year, you aren't alone. Liquor brand Johnnie Walker stood out this Chinese New Year with its packaging, featuring the tiger on a gorgeous blue packaging for its Blue label. According to Johnnie Walker, the artwork pays homage to the Tiger as a symbol of strength and bravery. In the packaging, the majestic animal is depicted with golden wings, as from the Chinese idiom, an expression of vigour and vitality and representing how we are stronger when we walk together. The artwork is said to be illustrated by Chinese artist, Shan Jiang. 

2. Glenfiddich

Scotch whisky distillery, Glenfiddich's contribution to the Chinese New Year was a selection of limited-edition gift packs of its " 21 Year Old Gran Reserva". While most brands did not hesitate to incorporate tiger elements in it packaging designs, scotch whisky distillery, Glenfiddich took a different route and stuck to its iconic stag, which is also known as "Fu Lu" in Mandarin. Titled "Great Homecoming", the stag is said to represent wealth, prosperity and longevity in Chinese culture. According to the distillery, the stag is featured on four limited-edition gift packs - the "Glenfiddich Reserva Rum Cask 21 Year Old" and the 12, 15 and 18 year old malt whisky. Glenfiddich added that each of the colourful whisky pack renders pays homage to the corresponding colours of the malt labels. The design was done by Chinese artist, Rlon Wang. 

3. Shiseido 

With the slogan, "Awaken your hidden strength", it seems apt that Shiseido has incorporated the tiger on its limited-edition Chinese New Year range. Fused with traditional imagery and contemporary designs from Chinese designer, Angel Chen, Shiseido's exclusive design marks the New Year with style, and is a symbol of empowerment that will resonate with possibilities for the year to come. According to Shiseido, the brand believes that everyone is courageous and beautiful. The tiger which is a symbolisation of strength is a strong message for the brand to spread the message that as long as one awakens one's inner strength, one is beautiful, confident, and strong. 

4. MAC Cosmetics 

MAC Cosmetics enters the list with its Chinese New Year themed make-up collection, featuring a stunning yet fresh packaging that is not typical of red and gold. This year, the "Lunar Luck" collection from the cosmetics brand features a lineup of pink and gold packaging. Ranging from makeup brushes, eyeshadow palettes, lipsticks and a highlighter, the products are wrapped in dazzling gold to symbolise a year of happiness and luck.

5. GODIVA 

Chocolatier, GODIVA also made the list this year with its beautifully and thoughtfully Chinese New Year "Chocolate G Cube Gift Box", featuring the mighty tiger. According to GODIVA, the packaging embodies the boldness and strength of the tiger, which also symbolises the unique essence of this Chinese New Year. The same, beautiful tiger motif can also be spotted on its other products such as the "Carré Gift Box", in the shade of red and gold.  

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