Mane Character Energy is our annual Lunar New Year self-promotion project, serving as a playground for our studio to push the boundaries of festive design. At its heart is a spirited subversion of traditional iconography. While the horse is a perennial symbol of momentum and vitality, we chose to bypass the cliché of the charging stallion to focus on a singular, evocative detail: the mane.
This project explores the “fiber of our being”—the literal and metaphorical textures that define our inner essence. By focusing on hair as a medium of identity and “fabulousness,” we transformed a classic zodiac animal into a contemporary fashion icon. It is a celebration of individuality and core energy, delivered with a wink and a high-fashion edge. We wanted to prove that festive packaging can move beyond heritage and into the realm of avant-garde art direction.
The Packaging Solution
Our solution bridges the gap between physical craft and digital surrealism, presented as a vibrant series of red packets housed within a collector’s lookbook. We collaborated with a professional hairstylist to “custom-style” physical hairpieces. Each hairdo was treated as a sculptural element — brushed, braided, and teased to capture a specific personality. These were then professionally photographed to retain the hairpiece’s detail, lustre, and texture.
These hairpieces were then digitally composed onto a horse image, creating a tongue-in-cheek expression of the zodiac animal of the year. This process ensured a level of depth and texture that pure illustration could not replicate.
The Lookbook Format: To elevate the self-promotion from a seasonal giveaway to a permanent design object, the red packets are presented in a bespoke lookbook. The layout mimics a fashion editorial, treating each packet as a “featured look“.
Invention & Execution
The project thrives on collaboration with other creative practitioners. By inviting the expertise of a hairstylist and the lens of editorial photography into the world of graphic design, we challenged the aesthetic boundaries of the Lunar New Year.
To reinforce the concept of “inner essence“ and self-reflection, we utilized high-gloss paper with a mirror metallic finishing. This reflective surface is featured prominently on the outer and back cover as well as the internal red packet slots, creating a seamless, immersive experience. The mirror finish allows the recipient to see their own reflection alongside the vibrant visuals, bridging the gap between the viewer and the subject.
The contrast between the hyper-realistic hair textures and the sharp, metallic reflection creates a high-fashion sensory experience that serves as a definitive statement of our studio’s capabilities: merging art direction, photography, and high-end production into a single, cohesive narrative.
