Gong Xi Fa Cai!
A couple of weeks ago, the world slithered (gracefully, obviously 😉 ) into the new lunar year. I was lucky enough to be in Asia a few days before it happened. I immersed myself in all things red, gold, and I had even been offered an orange for good luck!
Symbolism in Chinese Culture
This year is particularly special, as the Wood element adds layers of growth, creativity, and harmony to the inherent traits of the Snake. As a global brand expert, I saw this as the perfect lens to explore brands and design.
In Chinese culture, the snake is revered for its ability to navigate challenges with intelligence and grace. Unlike its Western connotation of danger, the Snake in Eastern philosophy represents transformation, adaptability, and refined sophistication—qualities that luxury and masstige brands thrive on.
Building a culturally attuned storytelling in line with these snake traits could change the consumers perspective towards brands.
Are you ready to shed old ‘dragon’ designs and embrace the stunning new aesthetics of 2025?
Serpentine Storytelling in Global Branding
Serpentine allusion
The best executions are the most elusive. Brands like Clé de Peau aren’t drawing snakes—just hinting at them through fluid, intertwined patterns that exude movement and intrigue. The result? Elegant, minimal, and effortlessly luxurious.
Serpentine motion
The Snake is all about fluidity, so it makes sense that brands like Clarins Double Serum and L’Oréal Revitalift are channeling its essence with lights, flickering flames, and hypnotic motion graphics. Thinkwave of energy.
Refined Serpent Art
Some brands are going all in, with intricate snake artwork, turning it into an emblem. Dewar’s, Hennessy Paradis, and Bonpoint are proving that a well-crafted serpent makes the piece feel mystique and timeless.
Snake-Skin-like
Texture is stealing the spotlight. La Mer and Bulgari are nailing it, subtly mimicking snake skin without a single reptile in sight. It’s all about tactile storytelling.
Artistic Collaborations
Luxury branding in 2025 is all about authenticity. Brands are working with renowned Chinese artisans to craft meaningful, visually striking collections. Take the example of Rémy Martin x Huang Yuxing, Lancôme x Cai Guoqiang, Loewe x Xiong Songtao or Burberry & Qian Lihuai.
