The masters of exceptionally aged Scotch Whisky, Royal Salute are igniting the new year with an iconic limited edition that celebrates this year’s Lunar New Year festivities. With gifting at the heart of Royal Salute, this artistic offering, so wonderous and enchanted, would be the ultimate gift for this festive season. Boundless were briefed to create a standout design for this Limited Edition that truly captured the energy and spirit of the Lunar new year.
Bold, bright, and illustrative, this 21YO special edition celebrates the vibrancy and dynamism of this festive period. Inspired by the famous 21 gun salute, this special edition celebrates an explosive moment of joy and tradition, the perfect ignition of the new year festivities. Working in partnership with renowned illustrator Feifei Ruan, we crafted this strikingly visual pack to depict the wonderous journey from the iconic Tower of London to the rest of the world. With a celebratory burst of artistic colour flowing across the pack, this limited edition brings together elements that wish good health, success, and prosperity.
A bright use of colour ensuring standout on shelf, the illustrations burst with celebration, with mesmerising lights reminiscent of the festival’s celebrations. Capturing this magical story and weaving it around the pack, we embraced the heart of Royal Salute in a blend of art that’s crafted, beautiful and luxurious. Encased in an opulent red flagon, this celebratory new design is an imaginative mix of colour, refinement, and craft, honouring both the Royal Salute brand DNA and the emblematic elements of Lunar New Year.
Hamish Shand, Founder and Creative Director Says: “The first in a collectable series that will celebrate this momentous New Year occasion, this joyous gift brightly rings in the New Year. At a time where celebration is defined by light, sound and colour, this pack courageously showcases artful illustration by celebrated illustrator Feifei Ruan. With depictions of the iconic Royal Salute Lion, bright waves of red and gold and energetic fireworks, this pack is the perfect enchanting token to welcome this year’s celebrations.”
Client: Royal Salute
Design Agency: Boundless Brand Design
Photography: Hogarth Worldwide and Noah Fecks
Illustration: Feifei Ruan
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