Chinese New Year is known as Spring Festival in China. This project is based on the traditional values celebrated during that time of the year: blessings, gratification, beginnings and luck. These were depicted with groups of Chinese symbols in a modern and playful way. Additional depth of meaning was achieved by layering the symbols and creating bigger, more meaningful ones. Pictographs and Chinese letters are fused together, thus creating a visual language that represents the Chinese New Year. The traditional color palette is updated with colors matching the theme of spring.
Graphic Design, Illustration, Branding
Art Direction: Tyrone Menezes
Graphic Design: Senka Music
3D Design: Hella Zhao