CHINESE NEW YEAR 2023
Chinese New Year is a celebration of new beginnings, resolution and kinship. But the last few years have been left withering due to restrictions, price hikes and inflation. With restrictions loosening up, we hope to bring back the full celebration in every reunion with better savings, new products and more variety. So that every reunion, people can fully celebrate the new year with abundance.
ART DIRECTION | DESIGN01 key visualsWe created a series of KVs to depict various CNY celebrations. From blessing others with gifts, delightful reunions, hearty steamboats to snacks sharing and spring cleaning, we presented the festivities in full glory.
02 catalogueThe KVs were then extended into an 88pp catalogue to house FairPrice’s products and promos. Each chapter weaved a story of the various festive traditions from gift blessings to spring cleaning. The photographed visuals were shot in a studio and I provided support with the creative direction.
03 social postsThe KVs were cut-down and animated as digital assets, which told the story of CNY across socials and digital.
