Ringing In The Lunar & Chinese New Year The Royal Salute Way

Boundless Brand Design is the man behind the curtain, responsible for the outstanding and ethereal design of Royal Salute’s limited edition whiskey. With the notion of ringing in the Lunar and Chinese New Year, Boundless ensures that every detail, carefully and intricately curated, speaks volumes for the spirit before you have the opportunity to take a sip. An iconic red was chosen for the box, while deep blue, yellow, and gold foil accents create depth and add a luxurious touch. A spiraling dragon, symbolic of good luck and fortune, is featured behind the logo, creating a festive look while paying tribute to tradition. 

Admired for their exquisite portfolio of illustrious whiskies, Royal Salute wanted to celebrate the Lunar and Chinese New Year 2021 with an offering so jubilant and wondrous, it would be the ultimate gift for this year’s festivities. With gifting at the heart of new year’s celebrations and at the core of Royal Salute’s philosophy, Boundless was briefed to create a standout design for the Limited Edition that truly captured the vibrancy and intricacy of the occasion. 

Distinctive and quintessentially Royal Salute, this 21 YO special edition captures the tradition, respect and joy of the New Year season. Working in partnership with renowned illustrator Brett Ryder, we crafted the traditional symbol of a decorative lucky knot which transforms into a dragon, breathing life into the new year celebrations.

Bright use of colour ensures distinction and that the bottle will stand out on shelf, with glimmers of artistry and sophistication shining through. With distinguished and polished illustrations that capture the enchantment and wonder of Royal Salute, this vibrant red gift pack emphasizes the captivating and mesmerizing world of the Lunar and Chinese New Year celebrations. The joyful depictions of gold and red pay homage to Chinese custom with stunning interpretations of firecrackers, dragons, and lanterns, tessellating around the pack to create a world of wonder.

Traditional Hong Bao trees, also known as Chinese wishing trees or money trees, are an integral part of Chinese New Year festivities. Every year, millions of people around the world gather to fling their red ribbons up into the wishing tree with hope that it will stick, helping their wishes to come true, as well as the hope of good fortune in the coming year. To activate the Royal Salute Chinese New Year Edition, we created the wishing tree for the various consumer experiences.

Hamish Shand, founder and Creative Director of Boundless Brand Design says, ‘Delightfully bringing in the New Year, this standout celebratory pack joyfully rejoices at a time that fills the world with light, sound, and cultural explosion. With a courageous burst of color, this striking design will enhance any festive atmosphere, a magnificent gift for a momentous occasion. Brimming with prosperity and opulence, this luxuriously modern tribute honors a historic celebration, the ultimate token when welcoming the new year.”