Happy Gathering at Lunar New Year
Cultural Storytelling Through
Pattern and Play
Lunar New Year is a key celebration in Taiwan, a time for families to reunite and share traditions. The Eslite Spectrum wanted a festive campaign that captured this warmth and conveyed it across key customer touchpoints.
Project Type/ Seasonal Brand Campaign
Brand/ The Eslite Spectrum
Creative Director/ Hisn Tsu Wang
Design Director/ Chi Cheng
Art Direction & Lead Designer/ Ju Wen Cheng
Marketing Director/ Karen Hsieh
Marketing Strategy/ Ji Wei Yang, Mimi Chung
I developed the ‘Happy Gathering’ theme, expressed
through a bespoke pattern symbolising family reunion. Inspired by origami, the folding process itself became part of the storytelling, the design folds into a heart, representing love and togetherness. The design not only reflects cultural symbolism but also encourages tactile interaction, making it memorable and meaningful.
The visuals rolled out across OOH, shop exteriors and interiors, digital screens, social media, and carrier bags. A red-and-gold palette conveyed prosperity, while the geometric heart motif gave a modern, culturally rooted identity.
The campaign flyer doubled as an origami sheet, inviting customers to fold it into the heart shape featured in the design. This interactive element turned a promotional handout into a keepsake, deepening the emotional connection with the brand.
