Type of applicant company

设计机构

Country

中国

Company Website

www.the25s.com

Images

Brand of the Product

LU

Designer Name

The 25s Creative Team

Position of Designer

无

Target Consumer

The target audience comprises women aged 18-35 and young, middle-to-high-income families who pursue a refined lifestyle. Possessing moderate to high purchasing power, they prioritize quality, ritualistic experiences, and emotional value—aligning perfectly with the brand's French heritage and premium positioning.

Distribution Channels

大型商场 Shopping Mall

Positioning

礼品 Gift

Design Story

In the context of Chinese New Year gifting, consumers seek gift sets that convey traditional Chinese auspicious meanings while fulfilling core needs for festive ambiance and emotional expression. Simultaneously, they expect the gifting process to transcend conventional homogeneity, embodying uniqueness, artistic flair, and brand identity. Most New Year gift boxes on the market either pile on Chinese elements without design refinement or emphasize brand attributes while disconnecting from New Year culture, failing to achieve both cultural resonance and artistic experience.

As a brand embodying a century of French artistic heritage, LU must discover the natural convergence point between Chinese and French aesthetics during the New Year. This involves deeply integrating the brand's French artistic DNA with Chinese Spring Festival culture — respecting Chinese gift-giving traditions while upholding its own French artistic essence. The goal is to offer consumers gifting choices that combine emotional warmth with aesthetic value.

Highlights

How to combine festive essence of Chinese New Year (CNY) whilst maintaining French art heritage and identity of LU?

The LU CNY Gift Box bridges the act of Chinese gifting into an immersive artistic experience, unlocking a distinctive French-Chinese sensibility.

Inspired by an art exhibition ticket, the packaging invites recipients to enter a world where craftsmanship and culture converge. Every detail—from the refined typography and painterly color palette to the layered textures reminiscent of canvas and paper—evokes the charm of a Parisian gallery. The unboxing experience feels like stepping through exhibition doors, turning the moment of giving into a poetic artistic journey.

We bring out the colour of red and gold: deeply symbolic in Chinese auspicious culture, whilst also being iconically LU; used across the gift box as well as the Chinoiserie red parasol held by the lady in the central painting. It is the hero of our CNY design.

By blending contemporary design with timeless French-Chinese aesthetics, the LU CNY Gift Box elevates gifting into an act of emotional storytelling—celebrating art, beauty, and the joy of giving.

Market Performance

无

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

Textured embossed art paper boxes, ceremonial book-style packaging with window cutouts, and intricate openwork designs. Techniques like foil stamping, UV coating, and raised embossing accentuate the sophisticated red-gold color scheme and festive ambiance. The craftsmanship's refinement aligns with the core concept of an art exhibition, elevating traditional techniques into a vital pillar of the artistic experience. This approach enhances the tactile experience while reinforcing the artistic theme.