Davidoff Chinese New Year 2025 - Year of the Snake LEP

Davidoff Chinese New Year 2025 Limited Edition Packaging Design: creating a limited edition celebratory pack design to support the Chinese New Year 2025 campaign – Year of the Snake – that engages and excites consumers, leading to reappraisal of Davidoff as a modern, premium brand.
Davidoff is a modern, premium tobacco brand built on heritage and legacy. To create excitement around the brand during key events during the year, Davidoff annually celebrates Chinese New Year through engaging limited-edition packs, bringing elevated storytelling and consumer engagement to the tobacco category.
Chinese New Year is one of the most important cultural moments for consumers, symbolising renewal, prosperity and togetherness. It’s a time when traditions, rituals and gifting play a central role.
2025 brought us the Year of the Snake, symbolising wisdom, intuition, elegance and transformation – values that seamlessly connect with what Davidoff has stood over the years. Translating this cultural meaning and relevance into an inspiring limited-edition pack – without using the snake - enabled deep exploration of the story and mystery of the snake, through symbols and metaphors.
The design showcases the abstract use of the snake, using the traditional colour cues of Chinese New Year in a modern, contemporary way. The intricacies of the design brought the story of the snake to life in a true celebratory style, whilst reinforcing the Davidoff essence of craft and attention to detail.
We have seen excellent in market results that have both improved sales and driven brand equity performance for the brand, our trade partners have also welcomed this unique approach to leveraging design and see the value that can be driven with a world class design approach.