Overview
To celebrate the Lunar New Year, Lohongka, a renowned brand specializing in instant bird’s nests and beauty health products, launched a festive campaign embodying the themes of "Spring" and "Gold." This campaign was designed to enhance brand recognition and emotional connection by blending traditional symbolism with modern elegance.
At the heart of the visual identity, a flowing gift box ribbon gracefully forms the character for "Spring" (春), symbolizing renewal and vitality. Gold nuggets emerge within the design, reinforcing the themes of prosperity, warmth, and well-being—core values that align with Lohongka’s commitment to health and premium quality.
As a result, there has been a 35% increase in sales of Lohongka’s gift box collections compared to the previous similar campaign.
ROLE
Independently managed the project and design, presented the campaign's key visual concept to the client, directed product photography, and created the main visual and promotional materials.
During the initial sketch concept phase, the bird's nest product was chosen as the visual theme, presenting two main directions: health and wealth. However, later in the campaign, the highlight shifted to giving away gold for qualifying purchases. Consequently, the visual direction was modified again to reflect the final advertisement layout.
