In celebration of the Lunar New Year, Royal Salute and Boundless Brand Design collaborate on an artistic new Special-Edition.

The masters of exceptionally aged Scotch Whisky, Royal Salute are igniting the new year with the second in a series of iconic Special Edition’s to celebrate this year’s Lunar New Year festivities.

With gifting at the heart of Royal Salute, Boundless were briefed to create the new annual design and release for this Special Edition, to be the ultimate gift for the season that would truly captured the energy and spirit of the Lunar New Year.

Working in partnership with renowned illustrator Trajan Jia to bring the design to life, Boundless were able to create a truly explosive pack, with symbols of good health, success, and prosperity bursting from Royal Salute’s iconic and revered Double Diamond.

Born in China and now based in London, Trajan’s illustrative style is defined by eastern aesthetics with a contemporary twist. His exquisitely intricate visuals take inspiration from Chinese traditional painting, literature, and historical culture – his style offered the perfect collaboration for this exquisite design.

Bold, bright, and illustrative, this Special Edition celebrates the vibrancy and dynamism of the festive period. The concept is born from the design platform “Ignite the new year”, with this year’s creative interpretation of the platform going off with the bang. Featuring a stunning array of symbolic elements taken from across Asia including drums, lanterns and celebratory streamers, the design symbolises fortune and prosperity for consumers and their families in the coming year.
The elements are combined with the rich heritage of Royal Salute, with recogniable assets reimagined within this enchanting celebratory world i.e. the majestic lion, the Tower of London and the distillery.

Encased in an opulent hand-crafted ruby flagon, and a crafted label design to compliment the elements on the box, this celebratory new design honours both the Royal Salute brand DNA and the emblematic elements of Lunar New Year.

Boundless Brand Design finalised the interior design of the box, the flagon as well as built out a vibrant global travel retail consumer experience toolkit, including the design of elements such as a proud and standout glorifier to showcase this ultimate gift.