The Lunar New Year 2021 campaign for HAO was designed to capture the spirit of renewal, prosperity, and reunion during one of the most significant festive periods in the retail calendar. Centred around the Year of the Ox, the visual direction draws on traditional symbolism—featuring rich red and gold tones, festive patterns, and auspicious motifs—to create a vibrant and celebratory retail environment. The campaign spans a wide range of touchpoints, including in-store promotions, product highlights, and festive collaterals, all unified by a consistent design system that ensures strong brand presence and clarity. Careful attention was given to layout and hierarchy, allowing promotional messaging and product offerings to remain easily digestible within a visually rich setting. By balancing tradition with a modern retail aesthetic, the campaign transforms everyday shopping into a festive experience—reinforcing HAO’s role as a convenient and reliable destination for all Lunar New Year essentials.
The Lunar New Year 2021 campaign for HAO was designed to capture the spirit of renewal, prosperity, and reunion during one of the most significant festive periods in the retail calendar. Centred around the Year of the Ox, the visual direction draws on traditional symbolism—featuring rich red and gold tones, festive patterns, and auspicious motifs—to create a vibrant and celebratory retail environment. The campaign spans a wide range of touchpoints, including in-store promotions, product highlights, and festive collaterals, all unified by a consistent design system that ensures strong brand presence and clarity. Careful attention was given to layout and hierarchy, allowing promotional messaging and product offerings to remain easily digestible within a visually rich setting. By balancing tradition with a modern retail aesthetic, the campaign transforms everyday shopping into a festive experience—reinforcing HAO’s role as a convenient and reliable destination for all Lunar New Year essentials.
