Auntea Jenny Year of the Horse CNY Collection

This project defines the limited-edition Lunar New Year visual identity and packaging for Auntea Jenny for the 2026 Year of the Horse. The design is applied across a range of daily items, including paper cups, red envelopes, silk scarves, and thermal bags. rather than aiming for a standalone illustration or decorative pattern, the goal was to construct a festive visual system capable of stable, scalable replication in a commercial context. By unifying the color palette, illustrative language, and structural relationships, the design transforms the concept of traditional New Year "blessings" into a fresh brand expression. It elevates festival design from fleeting marketing collateral to a brand narrative imbued with lasting emotional value. The creative concept moves beyond the stereotypical zodiac imagery of the "Horse." Instead, the horse serves as a metaphor for direction, speed, and choice. The visual identity is anchored by the "Female Cavalier", inspired by real contemporary women who interact with the world with a strong sense of agency across various fields. The design deliberately downplays the clichés often found in festive visuals. Consequently, New Year blessings no longer rely on traditional tropes but are presented directly through the active, dynamic posture of the female subject, creating a distinctly modern mode of festive expression. The system is grounded in a high-saturation "Oriental Red" base. Within this unified color framework, a clear visual rhythm is established through a hierarchy of illustration, dynamic poses, and floral structures. Created in collaboration with a former Hermès illustrator, the artwork demonstrates precise line control. The figures, horses, and background elements maintain excellent legibility and integrity across various scales and materials. Whether wrapped around the cylindrical surface of a paper cup or unfolded on a red envelope or silk scarf, the design balances aesthetics with practicality, ensuring the visual logic holds up in real-world usage scenarios. As consumers interact with these items throughout the New Year period, the design conveys more than just a festive atmosphere; it projects a visible state of mind, building an emotional connection between women and their self-worth through daily consumption.