BRANDING • ILLUSTRATION
OLAY CHINESE NEW YEAR PACKAGING
These are key visuals and packaging designs that I did for Olay China’s 2021 CNY packaging campaign. Through this project I got to work with 3D visualisers and other creative directors from all over the world. There were three routes to this campaign that we were proposing. I was in charge of creating graphics for the contemporary and modern approach.
2021 is the Year of the Ox, to celebrate the Chinese new year, secondary elements of the ox together with the Chinese characters are used. The Olay products remain the focal point of the key visual.
FORTUNE CALENDAR
For this option, I decided to design a more premium looking packaging, hence the art style here is more fluid as compared to the first option. I also featured gold touches from the OLAY brand colours to boost the premium look and feel of the packaging. Tigether with the reds, it bring out the CNY festivity as well when placed at home as a CNY decor.
The Fortune Calender is a special yearly calender that predicts your daily fortune throught the year. It features a two-in-one gift box experience that can be used as a calender after opening and placed at home as a decor as well.The base of the packaging can be spread flat and it will serve as a wall mounted fortune calender in its second life,
The unboxing experience- Lift the cover to fully unfold the packaging. The products stands in the center upon a tear-off calender.
For option 1, I proposed a more minimalistic and modern design using line art to portray CNY elements such as the Ox and 2021. The Ox faces the bottle in the middle to draw attention to the product and give it focus. This creates a graphic composition
with the OLAY Purset as a focal point. I also proposed a unique font for the copy. I used 2021 as a placeholder and illustrated the copy using the same style as the design.
FORTUNE KIT
The Fortune Kit acts like a crystal ball of a fortune teller which gives this packaging the touch of CNY. The unboxing experience - Spin the knob at the top to unveal an auspicious phrase/blessing in the ‘O’ window. Then proceed to lift the cover to reveal the OLAY products.
The Ox is looking at the ‘O’ of OLAY just like in the key visual where it is looking at the packaging. and the line art acts as leading lines, drawing the focus to the unboxing experience which is the process of opening the packaging and unvealing your auspicious phrase.
FIRECRACKER SURPRISE
The Firecracker Surprise uses cylindrical containers to store the OLAY bottles similar to the appearance of a firecracker which is an auspicious product during the Chinese New Year. The brand is further empahsized here as the chains are linked with the additional keychain letters of OLAY forming the brand name following the arrangment of a firecrakcer as well. Confetti burst out once opened, giving customers a surprise like how the name suggests. I created two sets of designs from the key visual to alternate between the cylinders- one featuring the Ox and the other featuring the copy. For the copy here, I also played with the Chinese character for Ox ‘牛’ using 2021.
SCANIMATION
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The Scanimation features abstract /contemporary illustrations and uses scanimation to portray an animation effect when users open the packaging.
This packaging is a 3 step-drawer pack that carries different products and graphic content on each drawer box.
The unboxing experience - slide the drawer box out of the sleeve while a delightful animated image appear on the surface. The colours of the design flash red then white while the user unboxes the products