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Category
Packaging / Promotional
Annual ID
OS25_DE082M
Background
The Lunar New Year, also known as the Spring Festival, signifies the arrival of spring in the lunisolar calendar and is one of the most significant cultural celebrations in Asia. As a leading Japanese streetwear franchise, atmos Malaysia sought to create a festive PR kit that would reflect the brand’s bold, culture-driven storytelling while honoring the essence of the celebration. The challenge was to reinterpret the concept of “Spring” in a fresh and unexpected way that would resonate with atmos’ audience, blending traditional symbolism with contemporary design.
Creative Idea
Inspired by the multiple meanings of the word “Spring,” we reimagined it through the dynamic form of a coil spring—transforming this idea into a tangible and interactive experience. The concept was embedded across every aspect of the PR kit, from the custom red packets to the packaging illustrations, all designed to bring to life the energy, movement, and prosperity associated with the new year.
Insights & Strategy
Our strategy centered on creating an engaging, tactile experience that would leave a lasting impression while staying true to atmos’ streetwear DNA. Recognizing that Lunar New Year traditions are deeply rooted in symbolism, we leveraged the motion of a spring to represent growth, expansion, and the unstoppable momentum of good fortune. The red packet collection was designed to embody these themes through three custom-drawn Chinese characters:
Prosperity (福) – Symbolizing wealth spiraling upward with energy and momentum.
Fortune (財) – Representing endless expansion and boundless abundance.
Happiness (樂) – Evoking joy that radiates far and wide.
Prosperity (福) – Symbolizing wealth spiraling upward with energy and momentum.
Fortune (財) – Representing endless expansion and boundless abundance.
Happiness (樂) – Evoking joy that radiates far and wide.
Execution
Every element of the PR kit was crafted to reinforce the theme of “Spring.” The red packets featured an interactive pull-up mechanism that expanded, mirroring the motion of a coil spring and embodying the idea of limitless blessings. The design was further enhanced through vibrant, energetic illustrations that fused traditional aesthetics with a modern streetwear sensibility. From the typography to the packaging, every detail was curated to create a premium and collectible experience that aligned with atmos’ brand identity.
Results
The festive PR kit successfully captured attention and engagement, reinforcing atmos Malaysia’s position as a brand that merges culture with creativity. By reinterpreting a traditional element in an innovative way, the campaign not only celebrated Lunar New Year but also sparked conversations and social sharing. The interactive nature of the red packets encouraged participation, making it a memorable and meaningful brand experience.
2025 Awards
Total Points: 3
Merit
Credits
Design Firm
Fictionist Studio / KUALA LUMPUR
Copywriter
Joanne Chew
Creative Director
Joanne Chew
Designer
Jasmine Choong
Illustrator
Jasmine Choong
Photographer
Francis Tho
Yosen Wong
Letterer
Jasmine Choong
Paper Engineer
David Ho
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