To ox or not? Lunar New Year 2021 welcomes red and gold beverage pack storytelling

12 Feb 2021 --- Starting today, the Lunar New Year is the most important holiday in several East Asian countries and is steadily attracting global attention.

Each year in the Chinese zodiac is characterized by one of 12 animals. 2021 marks the Year of the Ox, representing diligence, dependability, strength and determination.

PackagingInsights looks at two different interpretations of Lunar New Year storytelling on-pack that pay tribute to the historic celebration.

In China, the celebration is typically marked by a weeklong public holiday and mass travel to hometowns for family reunions.

Known as Seollal in South Korea and Tet in Vietnam, the Lunar New Year has kicked off with a bounty of festive offerings this year, as ongoing lockdown measures inspire consumers to turn to food and beverages as gifting.

Innova Market Insights notes 57 percent of global consumers say Chinese cuisine inspires them the most of all countries in Asia.

For more than 20 years, Starbucks has celebrated the Lunar New Year holiday with customers across Asia.Bullish beverages
Starbucks stores in Asia are commemorating the festivities with a range of reusable limited edition drinkware and beverages.

In 2020, the quickservice coffee chain began offering a Lunar New Year collection in the US. Its initial popularity warranted a relaunch this year.

The Starbucks collection focuses on an “adorable, elegant-looking ox,” says the company. New year botanicals in red, a color associated with luck and good fortune, as well as shades of gold and charcoal reflect the prosperity of the season.

Light, sound and cultural explosion
Blended scotch whisky brand Royal Salute celebrates Lunar New Year with limited edition gift boxes for its premium alcoholic beverage lines.

Design agency Boundless Brand Design was commissioned to create a standout design that “truly captured the vibrancy and intricacy of the occasion.”

“Bright use of color ensures distinction on shelf, with glimmers of artistry and sophistication shining through,” Boundless details. “This tribute honors a historic celebration, the ultimate token when welcoming the new year,” says Shand.

“The joyful depictions of gold and red pay homage to Chinese custom with stunning interpretations of firecrackers, dragons and lanterns, tessellating around the pack to create a world of wonder.”

When asked why the packs specifically do not feature an ox, Boundless founder and creative director Hamish Shand tells PackagingInsights:

“We wanted to bring in the energy of a Chinese street party. We felt that every brand uses the animal of the year, so it has become rather generic. We wanted to stand out and be differentiated from the other propositions.”

By Anni Schleicher

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