Arc'teryx celebrated the 2024 Lunar New Year with a limited edition collection honouring the Year of the Wood Dragon. The dragon symbolizes power, good fortune, and strength in Chinese culture - qualities that align with Arc'teryx's approach to mountain performance.

The collection featured Alpha SV jackets and apparel with a custom dragon scale graphic in traditional colours: gold representing wealth, red symbolizing celebration and vitality, and blue representing the Wood Element's growth and harmony.

We served as Creative Director for the campaign, working with climber River Chuan He and dancer Wu meng ke to explore the balance between mental strength and physical performance. We designed the digital landing page and custom packaging - specialized shopper bags, product communication cards, and traditional red envelopes honouring the Lunar New Year tradition of gifting prosperity and good luck.

The limited edition collection sold through quickly across Arc'teryx's global retail network.

Year
2024

Client
Arc’teryx

Role
Creative Direction, Art Direction, Graphic Design
& Package Design

Contributors
Ruby Chu, Cayley Thiessen & Olivia Hsu