La Mer
25 Chinese New Year Collection
Packaging, TOA, Artwork Design, Production Assistance
My Contribution:
- Brainstormed concept ideation & early art-direction development
- Designed the full wrap graphics & crafted the packaging opening structure for the gift sets
- Developed the visual approach for applying the scale texture across packaging surfaces in a way that felt both symbolic and premium
- Prepared detailed PDTO production files and vendor-ready artwork to ensure accurate execution across manufacturing partners
La Mer's 2025 Chinese New Year Collection celebrates the Year of the Snake through premium gift sets and branded holiday accessories. This project spanned the full design lifecycle—from concept ideation and visual storytelling to packaging systems and production deliverables.
The festive collection was distributed across all La Mer retail channels in China and highlighted at major international duty-free counters during the Lunar New Year season. The design garnered significant social media acclaim by Chinese beauty influencers and lifestyle content creators.
RENEWED SELF, RENEWED BEGINNINGS
This Lunar New Year, inspired by the snake and its ability to start afresh, we celebrate new beginnings—fresh starts, meaningful connections, and the radiant possibilities of self-renewal.
La Mer collaborated with master calligrapher Xu Jing to create "新生" (Renewal)—
where each brushstroke embodies transformation. The final artwork unites her expressive brushwork with snake scale textures—
a visual metaphor for shedding the old and emerging anew, mirroring the brand's transformative philosophy through Miracle Broth™.
DESIGNED THE KEY VISUAL & FULL APPLICATION SYSTEM
For La Mer’s 25CNY collection, we crafted the key visual by merging Xu Jing’s expressive brushwork with snake-scale textures and this year’s signature palette of festive red and gradient blue. This visual language became the foundation for a cohesive application system across the entire collection.
Beyond the wrap design of the classical gift box, we extended the artwork into a series of themed touchpoints—including a custom “Four Treasures of the Study” calligraphy set, a sculptural massage tool, and the New Year red envelopes— overall creating a holistic, celebratory presentation for customer's experience.
CAMPAIGN REACH & CULTURAL IMPACT
Our visuals were further elevated through the final commercial photoshoot, then rolled out across social media, in-store displays, and the full visual-merchandising experience. Our team collaborated on the VM direction to express the spirit of the Year of the Snake across multiple touchpoints, creating a cohesive, immersive presentation for consumers.
The collection generated strong momentum on Chinese social platforms, where celebrities and creators enthusiastically adopted the designs—styling the blanket as a fashion drape or integrating the artwork into their home décor. This organic wave of reinterpretation helped the campaign become one of La Mer’s standout seasonal moments.
