To celebrate the 2023 Chinese Lunar New Year, the Year of the Rabbit, we have put together 5 beautiful packs created for the season's festivities.

For this Lunar New Year in China and other Asian countries, brands and design agencies draw inspiration from this year's sign, the rabbit, which represents longevity, peace, and prosperity in the Chinese tradition.

Royal Salute by Boundless Brand Design

Boundless Brand Designs’ packaging design for Royal Salute

Royal Salute celebrates the Lunar New Year with a bold, vibrant colour palette and celebratory illustrations depicting a majestic journey from the Tower of London to the East, complete with meandering lanterns and festive symbols perfect for the occasion. The overall visual identity boasts a vivid red with a luxurious and modern tribute to the historic celebration, delivering a jubilant aesthetic.

Find out more here.

Bowmore by Leo Burnett

Leo Burnett’s packaging design for Bowmore

Leo Burnett crafts a 2023 Special Edition Lunar New Year-inspired packaging design for Bowmore® Islay Single Malt Scotch Whisky featuring illustrations of the brand's history while incorporating elements associated with Chinese tradition. Inspired by Lewis Carroll’s Alice in Wonderland in connection with the rabbit leading through the portal, the iconic keyhole is depicted on the pack. Illustrated by Erika Tay, the visuals offer a fusion between the brand's heritage and the Lunar New Year with the goal of reaching out to an Asian audience.

Hennessy and Yan Pei-Ming Collaboration

Yan Pei-Ming’s illustration for Hennessy

Hennessy collaborated with well-known artist Yan Pei-Ming to celebrate the Lunar Year of the Rabbit. Known for his portraits of animals, Pei-Ming honours this year with a monumental painting of the rabbit along with the other 12 animals of the zodiac referred to as the ‘Great Race’ in a vibrant colour palette drawn from the cognac of amber, orange, russet and burgundy tone. The allegory behind the art depicts diversity, and the technique behind the illustration on the Cognac bottle is that it illuminates when held up to sunlight, bringing the art to life.

Find out more here.

Asahi Super Dry Limited Edition by Nippo Design Center

Nippo Design Center’s packaging design for Asahi Super Dry

Japan’s leading beer brand, Asahi Super Dry, gets a limited edition packaging design ahead of the Lunar New Year. The packaging sports bold geometric patterns that form a rabbit to represent this year's zodiac. Specifically designed for China, Taiwan, Singapore, and Malaysia, the illustration displays a modern Japanese vibe, indicating progress into the future. Designed by Nippon Design Center, the rabbit is expressed in the form of origami, a Japanese paper handcraft filled with various hues of red, giving it a 3D feel.

Find out more here.

Carlsberg Lunar New Year’s packaging x Feifei Ruan

Feifei Ruan’s illustration for Carlsberg's limited edition

Carlsberg, the Danish brewing giant, launches a limited-edition packaging design for the Year of the Rabbit. Illustrated by Feifei Ruan, the visual identity showcases fauna, which includes carp representing luck and fortune, swallows symbolising spring, and dragonflies representing harmony. Gold coins and blooming peonies incorporate the design as a sign of prosperity and new beginnings.

Find out more here.