Jurlique

Design Approach
The design approach was a harmonious blend of tradition and modernity. A standout feature was the creative typography of the Chinese characters for “Year of the Rat,” which cleverly incorporated a rat’s tail into the design. This unique element became the campaign’s signature symbol, representing both the zodiac sign and the festive spirit. The color palette was vibrant, featuring auspicious colors like red and gold, along with modern accents, to appeal to a broad audience.

Adi&Co also produced a series of animated shorts, bringing the design to life with dynamic visuals that highlighted the rat’s characteristics. These animations were shared across digital and social media platforms, enhancing the campaign’s reach and engagement. The use of traditional motifs, combined with contemporary design techniques, ensured that the campaign was both culturally respectful and visually appealing, making it a standout success during the festive season.

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Concept

In celebration of Chinese New Year 2020, the Year of the Rat, Adi&Co launched a vibrant and culturally enriched campaign. The concept revolved around honoring traditional Chinese elements while infusing them with modern aesthetics. Drawing inspiration from Adriana Picker’s original festive season packaging design, the campaign aimed to create a visually captivating experience that resonated with both contemporary and traditional audiences. Central to the concept was the symbolic representation of the rat, emphasizing agility, intelligence, and new beginnings, traits that are culturally associated with this zodiac animal.