ISDIN New Year suit design

The Spring Festival is the most important traditional festival of the year for Chinese families. Due to the impact of the Covid -19, many Chinese families have been forced to separate. During the 2021 Spring Festival, in order to better develop the Chinese market, close the distance with Chinese consumers, Spanish brand Isdin has launched a creative and localized New Year suit for Chinese market.

We found the most iconic Chinese family symbol: Hakka Earthen Building, we abstracted the scene of multiple generations of people living together in a Hakka Earthen Building to create an innovative product scene. When the three products in the set are opened, it is like opening a door, hanging on the door are Chinese couplets and graphic Chinese auspicious animals: magpie, koi carp and mandarin duck, which convey the yearning and wishes of three generations for love, affection and happiness. We observed that the national flag colors of these two countries, red and yellow, happen to be the colors of Chinese New Year, so we use red as the main color and yellow as an important auxiliary color in the overall design.

The overall design adopts the idea that can be used again, when all the gifts are shared, the outer box has a switch to turn on the light which can be used as a night-light, hope to make the design reflect a more human and caring side.