The Lunar New Year has always been the most significant festival for the Chinese as it is the season of joy and happiness and being with loved ones. For an entire week, the usual rhythms of daily life stop as families gather together to celebrate.

The Lay’s 2019 Lunar New Year packaging celebrates the spirit of the Lunar New Year, combined with the emotional element of giving good wishes. The packaging design balances the Lay’s brand equity with a modern rendition of a Chinese New Year red envelope surrounded by vibrant, celebratory graphics meant to express the joy of giving during this special holiday.

The design execution encapsulates the Lunar New Year in its simplest form, to trigger spontaneous engagement.