Royal Salute continues to create exceptional, collectible releases with the launch of its latest 21-Year-Old Lunar New Year Special Edition, offering a perfect gift for this festive season. This marks the fifth design in the brand’s annual collaboration with Boundless Brand Design. This year’s stunning release continues the theme of ‘Ignite the New Year’, capturing the essence of the Lunar New Year – a time for renewal, fresh beginnings, and the hope for good fortune in the year ahead.
For this year’s release, Boundless Brand Design selected the highly talented Chinese illustrator Jason Lyon to bring this theme to life. Using his distinctive style of ‘magical realism’, vibrant colour palettes and intricate details, he depicts symbols of rebirth and regeneration.
His artwork centres around a ‘life-giving’ majestic lion, set against a backdrop of blooming florals, beautiful butterflies, bursting fireworks and floating lanterns – symbols of love, joy, luck and prosperity. Flowing waterfalls weave through the composition, reinforcing the sense of renewal and the beginning of a fresh cycle.
The stunning box design also incorporates elements that pay homage to Royal Salute’s heritage. Depictions of the Tower of London and the Strathisla distillery ground the artwork, seamlessly blending the legacy of the brand with the celebratory spirit of the Lunar New Year. Housed within is an opulent deep-blue flagon of the Royal Salute 21-Year-Old Signature Blend.
Inviting discovery in every detail, the joyful bursts of colour, warm glow and symbolism not only celebrate the vibrant festivities of Lunar New Year but also reflect the richness of Royal Salute’s own history.
Hamish Shand, Founder and Creative Director of Boundless, commented: “We are delighted to continue our partnership with Royal Salute on this collectible series, and this year’s collaboration with Jason Lyon is truly a standout. It’s joyful colours, intricate details and overwhelming abundance, really celebrate this momentous time in the lunar calendar. This edition is the ultimate gift to share with loved ones, welcoming the new year with hopes for a fresh start and the promise of good fortune to come.”





CREDIT
- Agency/Creative: Boundless Brand Design
- Article Title: Royal Salute Celebrates Renewal for the Year Ahead with A Spectacular Lunar New Year Limited Edition
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Asia, Global
- Project Deliverables: 2D Design, Art Direction, Illustration
- Format: Box
- Industry: Food/Beverage
- Keywords: Lunar New Year
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Credits:
Design Agency: Boundless Brand Design