The Lunar New Year, also known as Tet Nguyen Dan, is a traditional festival celebrated by many Asian countries. It marks the beginning of the new year according to the lunar calendar and is a time for family gatherings, feasting, and the exchange of gifts. Each year is associated with a different animal from the Chinese zodiac, and 2022 is the Year of the Tiger.

With the increasing popularity of gift-giving during Tet Nguyen Dan, brands have been leveraging this opportunity to create special packaging designs that appeal to consumers and stand out on the shelves. In this article, we will take a closer look at some of the most creative tiger-themed packaging designs that brands have come up with for the Lunar New Year 2022.

Carlsberg: Teamed up with artist Victo Ngai for a new bottle design

Danish beer brand Carlsberg has always been known for its innovative marketing campaigns, and they have continued this trend for the Lunar New Year 2022. They have collaborated with award-winning illustrator Victo Ngai to create a unique bottle design that celebrates the Year of the Tiger.

Description of the packaging design

The limited-edition bottle features a green and red color scheme with a ribbon forming a tiger, symbolizing the arrival of spring and the promise of a prosperous new year. The tiger’s body is made up of intricate patterns and designs, reflecting traditional Asian art and culture. The bottle also features the words “Happy New Year” in Chinese characters, adding a personalized touch for consumers.

Symbolism behind the design

The tiger is an important symbol in Chinese culture, representing power, strength, and prosperity. By incorporating this animal into their packaging design, Carlsberg aims to resonate with their Asian audience and convey their wishes for a successful and joyous new year. The use of vibrant colors and eye-catching patterns further enhances the festive theme of the design.

Target audience

Carlsberg’s target audience for this packaging design is primarily the Asian community, especially those who celebrate Tet Nguyen Dan. By understanding the cultural significance of the tiger and incorporating it into their design, they are able to connect with their target market on a deeper level.

Impact on sales and brand image

This creative packaging design has received positive feedback from both consumers and critics. With its striking appearance and meaningful symbolism, the limited-edition bottles have become highly sought after during the Lunar New Year season. This has not only increased sales for Carlsberg but has also improved their brand image as one that values and celebrates cultural traditions.

Beats: Launched a limited-edition Studio Buds with a red and gold tiger pattern

American audio company Beats, known for its high-quality headphones and earphones, has also joined in on the Lunar New Year festivities with a special edition product for 2022.

Overview of the product

Beats’ limited-edition Studio Buds feature a bold red and gold tiger pattern on the charging case and earbuds, giving it a festive and celebratory look. The sleek and compact design makes it a perfect accessory for everyday use, and the wireless feature adds convenience for users.

Design inspiration

According to Beats, the red and gold tiger pattern was chosen to represent “power, courage, and energy”, which are all qualities associated with the tiger in Chinese culture. The color combination also adds a touch of luxury and elegance, making it an ideal gift for the holiday season.

Marketing strategy

Beats has used various marketing tactics to promote their limited-edition Studio Buds. They have leveraged social media platforms such as Instagram and Twitter to showcase the product and its design, tapping into their large following and engaging with potential customers. They have also collaborated with popular influencers and celebrities to further reach their target audience.

Success of the packaging design

The limited-edition Studio Buds have been a hit among consumers, with many praising the unique and eye-catching design. Its popularity can also be seen through the quick sell-out of the product on Beats’ website and other retailers. This shows that incorporating cultural elements in packaging designs can be highly effective in attracting customers and boosting sales.

Apple: Released a special edition Airpods Pro with a stylized tiger symbol

Tech giant Apple is known for its sleek and sophisticated products, and they have taken this approach for their Lunar New Year 2022 packaging design as well.

Tech giant Apple, renowned for its sleek and sophisticated products, has applied this approach to their Lunar New Year 2022 packaging design

Introduction to the product

The special edition Airpods Pro comes with a stylized tiger symbol on the MagSafe charging case and packaging, similar to their previous year’s design for the Year of the Ox. The wireless earbuds also come with customizable engraving options, allowing customers to add personalized messages or names.

Design elements and symbolism

The tiger symbol on the packaging and charging case features intricate detailing and a modern twist to traditional Chinese art. The inclusion of fireworks in the design further adds to the festive theme and represents joy and celebration. Apple has also incorporated the color red, which is considered lucky in Chinese culture, making the product even more appealing to consumers.

Comparison with previous Lunar New Year editions

Apple has been releasing special edition products for the Lunar New Year since 2020, with each design featuring a different animal from the Chinese zodiac. While their designs for previous years have also been well-received by consumers, the tiger packaging for 2022 stands out for its bold and modern interpretation of traditional elements.

Consumer response and sales figures

The special edition Airpods Pro have been a hit among Apple fans, with many praising the sleek and sophisticated design. The customizable engraving option has also been popular among those looking to gift these earbuds to their loved ones during the holiday season. However, Apple has not yet released any official sales figures for the product, but it is safe to say that it has been successful in capturing the attention of consumers.

Johnnie Walker: Partnered with artist Shan Jiang for a limited-edition Blue Label

Scotch whisky brand Johnnie Walker has always been known for its premium and luxurious products, and they have continued this trend for the Lunar New Year 2022.

Product description

The limited-edition Blue Label features a gold-winged tiger soaring above the clouds on its packaging, symbolizing prosperity and progress. The design also includes traditional Chinese elements such as intricate patterns and calligraphy, adding a touch of elegance.

Collaboration with artist Shan Jiang

Johnnie Walker partnered with Chinese artist Shan Jiang to create the packaging design for their Blue Label. Jiang’s work often combines traditional Chinese art with modern techniques, making him the perfect choice for this collaboration. His use of vibrant colors and intricate details brings the tiger to life on the packaging, making it visually appealing.

Significance of the packaging design

The tiger is a highly revered animal in Chinese culture, and Johnnie Walker’s decision to include it in their packaging design holds great significance. The imagery of a tiger soaring above the clouds represents success, prosperity, and good fortune, which are all desired during the new year celebrations.

Impact on sales and consumer perception

Johnnie Walker’s limited-edition Blue Label has been well-received by consumers, with many appreciating the beautiful packaging design. The brand has also received praise for their collaboration with artist Shan Jiang and their thoughtful inclusion of cultural elements in their design. This has not only increased sales for the product but has also improved the brand’s image as one that celebrates and respects different cultures.

Scallywag: Created a limited-edition bottle for specific Asian markets

Scallywag is a premium blended malt whisky brand known for its rich and flavorful beverages. For the Lunar New Year 2022, they have released a limited-edition bottle designed specifically for Asian markets.

Description of the product

The packaging design features a tiger-themed design with their iconic Fox Terrier mascot wearing a tiger costume. The bottle also includes traditional Chinese patterns and symbols, making it a perfect gift for Tet Nguyen Dan celebrations.

Design concept and execution

Scallywag’s creative team took inspiration from the tiger, which is seen as a symbol of strength and courage in Chinese culture. They incorporated this animal into their packaging design, along with traditional patterns and colors to create a vibrant and eye-catching bottle. The use of their beloved mascot wearing a tiger costume adds a playful touch while still staying true to the brand’s identity.

Inclusion of iconic mascot in the packaging

Scallywag’s decision to include their iconic Fox Terrier mascot in the packaging design adds a personal touch and makes it instantly recognizable for their loyal customers. By dressing up the mascot in a tiger costume, they are also paying homage to the Year of the Tiger and creating excitement among their target market.

Relevance to the target market

By releasing this limited-edition bottle in specific Asian markets, Scallywag is targeting consumers who celebrate Tet Nguyen Dan. The inclusion of cultural elements in the packaging design further strengthens their connection with this target market and creates a sense of familiarity and understanding.

Hennessy: Collaborated with artist Zhang Enli for limited-edition versions

French cognac brand Hennessy is no stranger to creating special editions for the Lunar New Year, and they have once again impressed consumers with their collaboration with Chinese artist Zhang Enli.

Background of the collaboration

Hennessy’s partnership with Zhang Enli was not limited to the Lunar New Year 2022. They have been collaborating since 2018, releasing limited-edition bottles for various occasions, including the Chinese Valentine’s Day and Mid-Autumn Festival. For Tet Nguyen Dan 2022, they have released three different versions of their cognac – Paradis, V.S.O.P Privilège, and X.O.

Depiction of the tiger in the packaging design

Each bottle features a unique illustration by Zhang Enli, depicting a tiger by the Charente River in Cognac, where Hennessy’s cognac is produced. This design showcases the synergy between Chinese culture and French craftsmanship, highlighting the global appeal of Hennessy’s products. The use of amber tones inspired by a jade gemstone adds a touch of opulence and reflects the elegance of Tet Nguyen Dan celebrations.

Inspiration behind the color scheme

The color red is considered auspicious and prosperous in Chinese culture, making it a popular choice for packaging designs during the Lunar New Year. However, Hennessy has taken a different approach by using amber tones, which is also associated with wealth, success, and longevity. This color choice not only sets their packaging apart but also adds a luxurious touch to their products.

Response from consumers and critics

Hennessy’s limited-edition versions for Tet Nguyen Dan have been well-received by consumers, with many praising the beautiful packaging design and the brand’s constant efforts to pay homage to Chinese culture. Critics have also applauded their collaboration with Zhang Enli and the use of amber tones, making these bottles a collector’s item for both cognac enthusiasts and art connoisseurs.

Victorinox: Added a new look to their multi-tools with a golden tiger image

Swiss brand Victorinox is known for its high-quality, multi-functional tools, and has been a popular choice for gifts during the Lunar New Year. For 2022, they have added a special touch to their products to celebrate the Year of the Tiger.

Victorinox has integrated a golden tiger image onto their multi-tools, offered in a variety of sizes and designs

Overview of the product

Victorinox has incorporated a golden tiger image on the body of their multi-tools, which are available in various sizes and designs. The tiger is depicted in a stylized manner, giving it a modern and sleek appearance. Along with the image, the Chinese character for “Tiger” is engraved on the tool, making it even more significant for those born in the year of the tiger.

Choice of packaging design for Lunar New Year

While most brands focus on creating special edition products specifically for the Lunar New Year, Victorinox has taken a different approach by incorporating the tiger image into their existing product line. This allows them to cater to their Asian market without compromising on the quality or functionality of their tools.

Marketing strategy and target audience

Victorinox’s limited-edition multi-tools are marketed as the perfect gift for those born in the year of the tiger, highlighting their strengths, resilience, and determination. They have also used social media and influencer marketing to promote their products to a wider audience, including those who may not be familiar with the brand.

Sales figures and reception from consumers

While there is no official data on the sales figures for Victorinox’s special edition multi-tools, they have received positive feedback from consumers and have been highly recommended as gifts for the Lunar New Year. The addition of cultural elements in their products has also improved the brand’s image and created a stronger connection with their target market.

Conclusion

The Lunar New Year 2022 is an important time for many Asian countries, and brands have been leveraging this opportunity to create unique and creative packaging designs that appeal to consumers. From beer bottles to multi-tools, we have seen how different brands have incorporated the tiger into their packaging designs, each with its own interpretation and symbolism.

These packaging designs not only add a festive touch to the products but also showcase the brand’s efforts in understanding and respecting different cultures. They have not only increased sales for these brands but have also improved their image as culturally aware and inclusive. As we look forward to future Lunar New Year celebrations, it will be interesting to see how brands continue to incorporate traditional elements into their packaging designs, creating memorable experiences for their customers.