Carlsberg has unveiled limited-edition packaging from professional designer Ofen Hu to celebrate the Lunar New Year through visual storytelling.

To celebrate the Year of the Dragon, the Carlsberg Pilsners product range has adopted a limited-edition design that seeks to capture ‘boldness, vibrancy, and beauty’ in its illustrations.

Ofen Hu is based in Shenzen, China, specializing in Drawing. He is associated with Wooden Cat Illustration Design.

His work on the Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition gift packaging won a Gold A’ Design Award in 2022. The Mid-Autumn Festival is a harvest celebration in China.

The Lunar New Year design is currently available on Calsberg Pilsners packs sold across China, Malaysia, Singapore, Hong Kong, Vietnam, and Cambodia.

“What a fantastic example of teamwork!” says Lynsey Woods, global brand director for Carlsberg Brand. “This work was led by Carlsberg China and key markets in Asia together with Asia Region and Carlsberg Global brand teams to launch a Carlsberg Limited Edition that is bolder, brighter, and more beautiful than ever.

“These packs are loved by consumers and are part of our continued journey to premium-ize and optimize shelf stand out, via design. The best and most beautiful packs to add to any Lunar New Year gathering? Probably!”

A similar collaboration took place last Christmas, with celebrity fashion designer Talia Coles redesigning the Corona Extra beer can with limited-edition packaging – offering consumers the chance to win specially designed robes that matched the can.

Chocolate brand Cadbury is also celebrating its 200th anniversary with limited-edition chocolate bar packaging. Seven different, collectable packaging designs are recreating different packaging designs from across the brand’s history, ranging from 1915 to the modern day.

In other news, Scotch whiskey brand Bruichladdich has embraced a fully recyclable paper pulp outer wrap for its Luxury Redefined range. The wrap was designed by James Cropper and seeks to to capture a premium aesthetic while improving the sustainability of its packaging.

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