year of the dragon
date
APRIL 2024
ROLE
ART DIRECTION
BRAND IDENTITY
PACKAGING DESIGN
SOCIAL GRAPHICS
SET DESIGN
CONTENT CREATION
VIDEOGRAPHY
PHOTOGRAPHY
MERCH DESIGN
Challenge
To celebrate Lunar New Year, Boba Tea Protein® faced the challenge of designing a culturally resonant product line that honored the Year Of The Dragon for these products: Dragon Fruit Collagen Protein, Dragon Fruit Pre-Workout, red envelope sample packs, and an Oversized Dragon Pump Cover Tee.
Goal
Design product packaging and capture content for the 2024 Lunar New Year product collection that not only honored the cultural significance of the holiday, but also seamlessly integrated with the brand’s identity and resonated with customers.
SOLUTION
As the creative lead, I art directed and executed the visuals, ensuring I captured the power and symbolism of the dragon. From packaging design to art direction to content, every detail was designed to reflect the themes of strength, luck, and fortune, creating a striking and culturally resonant brand experience.