Yili Anmuxi, Limited Edition of Dragon 2024

Yili Anmuxi is a Greek-flavored yogurt brand in China. As the new year is approaching, we created a limited edition packaging design for the Year of the Dragon 2024.
The dragon is an image in traditional Chinese culture and a symbol of auspiciousness, which is deeply rooted in the hearts of the Chinese people. Therefore, we integrated this traditional element into the modern packaging design, hoping to present a blend of tradition and modernity, while also implying good luck and everything goes well in the Year of the Dragon.
With the new year and new glory, what we have to do is to innovate and create a dragon image that is trendy, interesting and has a New Year atmosphere. In terms of illustration style, we use abstract flat graphics to present it, so as to retain the Chinese tradition and be popular at the same time. The long dragon wraps around the entire bottle, which not only ensures the integrity of the dragon, but also adds stronger visual tension. At the same time, we incorporated elements such as auspicious clouds into the dragon, which further strengthened the theme and culture of this packaging design.
In terms of color use, we first retained the blue color of Anmuxi's original brand identity. On this basis, we used red as the main color with a strong New Year's feel, paired with yellow and blue, so that the entire packaging color has a strong contrast and appear harmonious and unified.
We hope that through this design, consumers can feel China's profound history, culture and best wishes while tasting delicious yogurt.