2021 Lunar New Year of the Ox Collection
Design for online engagement and boost holiday sale
The Brief
A collection of graphic design and product photography works to celebrate the Lunar New Year of the Ox for Kim Hoa 1 Jewellery. Lunar New Year is also know as Tết Nguyên Đán or Tết. It is the most anticipated and the largest public holiday in Vietnam.
Modern design inspired by traditional art
The design was inspired by Vietnamese Dong Ho folk woodcut painting (Tranh khắc gỗ dân gian Đông Hồ) or also known as Dong Ho painting. Dong Ho paintings portrait daily Vietnamese life and Vietnamese social philosophies.
They are traditionally used to express thoughts and wishes for the receivers which makes Dong Ho paintings particularly in demand during Lunar New Year period. The primary colours being used in Dong Ho paintings for Lunar New Year are red, yellow and white which hold positive connotations. Furthermore, paintings like a mob of pigs (Lợn đàn), a brood of chickens (Đàn gà mẹ con), and a boy sitting on a buffalo while playing the flute (Chăn trâu thổi sáo) also symbolise happiness, luck and prosperity in the New Year.
Red and yellow are still the primary colour palette of new year desgin because these colours symbolise luck and prosperity. Furthermore, I chose the shades that match Kim Hoa 1 Jewellery's brand identity.
The pattern at the background loosely represents the decorative detail that usually appears on household objects during Lunar New Year period.
Everything was designed and illustrated digitally which made it a project that marry both traditional and modern methods of creative design.
Lunar New Year Collection
A small SJC gold bar is believed to bring luck if purchase during Lunar New Year. This collection aims to introduce the 2021 Lunar New Year SJC gold bar to Kim Hoa 1 Jewellery's customers.
New Year, New Appearance
New Facebook profile to celebrate the holiday season.
Communication of non-business date to customers