ABOUT

PACKAGING DESIGN
Artist Edition · Year of the Rabbit
Client: Carlsberg

In the “Carlsberg Year of the Rabbit Campaign”, Carlsberg celebrates the holiday with special limited artist edition packaging designed by illustrator Feifei Ruan. The visual storytelling captures Lunar New Year’s essence, drawing on the celebratory nature of reuniting with family and friends.

The illustration concept portrays a spring wonderland featuring eight magical rabbits transformed from the golden liquid of Carlsberg premium brew, reuniting in a beer forest. The piece is embellished with koi fish, signifying luck and good fortune, flying swallows that welcome spring and new beginnings, and dragonflies symbolizing harmony, prosperity and good luck. Additionally, elements of gold coins and blooming peonies symbolize wealth, prosperity and new beginnings.

The illustrated packaging is available across the region on both cans and bottles in China, on bottles in Singapore and Malaysia, and on cans in Hong Kong. Complementing the campaign are related exhibitions, events, and outdoor advertisements, including train wraps and large billboards in these areas. As a result, the campaign has garnered significant attention and achieved remarkable success.

Instagram | @Ruan0v0