La Mer
25 Chinese Valentines Day
Packaging, Illustration Design, Retail & Event Design
My Contribution:
- Traveled to Amalfi Coast for firsthand research & visual inspiration
- Conducted early visual direction that defined the campaign's design language across all touchpoints
- Designed packaging with thematic ribbons and illustrated the campaign's signature silk scarf
- Coordinated factory production and adapted assets for Shanghai Bund activation and retail displays
A special project for La Mer's 2025 Chinese Valentine's Day, themed "Love at Every Turn" and inspired by the Amalfi Coast's winding roads—symbolizing how romantic journeys become extraordinary through companionship. The campaign features custom packaging designs that evoke both coastal road trips and sea voyages, alongside an illustrated silk scarf that captures the vibrant Mediterranean spirit.
Through cross-team collaboration, this romantic vision was brought to life at Shanghai's Bund waterfront activation, creating an immersive brand experience that celebrated love, discovery, and the transformative power of shared moments. The visual language and assets were extended across retail displays throughout Chinese social media--- Red (Little Red Book).
LOVE AT EVERY TURN
This Valentine's Day, we journey to the Amalfi Coast—Inspired by boundless intimacy and shared discovery, we celebrate love as a transformative journey of two souls, intertwined and radiant.
Drawing from Amalfi's vibrant spirit, we created interactive packaging inspired by coastal road trips and sea voyages. Through seamless cross-team collaboration, we brought this romantic vision to life at Shanghai's Bund, creating an unforgettable experience.
DESIGNED & ILLUSTRATED
THE AMALFI LOVE SCARF
For La Mer’s 25CVD collection, I transformed the Key Visual into a fully illustrated silk scarf, reimagining Amalfi’s coastline as a heart-shaped map of love. I hand-drew the coastal ruins, inland contours, and local architectural details, weaving them into a compass-centered composition inspired by the packaging design.
Using La Mer’s brand palette and soft ocean gradients, I created a vivid, wave-like visual language that merges cartography with emotion. The result is a romantic, collectible scarf that brings the spirit of Amalfi to life through illustration. This scarf was also featured in the final commercial photoshoot, and incorporated throughout the event and retail experience.
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CAMPAIGN & EVENT
All visual elements—from the heart-shaped Amalfi map and compass motif to the ocean-gradient scarf artwork—were carried into La Mer’s 2025 Qixi activation on Shanghai’s Bund. The designs shaped the event environment, photo moments, and influencer touchpoints, creating a seamless visual world.
Featuring actress Tang Yixin and leading Xiaohongshu creators, the campaign became one of La Mer’s strongest Valentine’s Day social moments, driving high saves, extensive UGC, and strong positive sentiment across platforms.
