BURTS
Chinese New Year Gifting
PACKAGING DESIGN

本次再度為 Burt 打造中國區限定的馬年禮盒包裝設計。 延續品牌一貫的活潑、態度鮮明的語彙，在中式傳統審美之中融入西式美學比例與留白節奏，讓整體視覺既具文化底蘊，也保有國際感的精緻氣質。 設計元素上，以古代駿馬的輪廓為核心意象，線條簡練卻富含力量；馬鬃則結合中國五行色彩鋪陳層次，使畫面在理性秩序中流動著節慶的活力。主體選擇白馬作為視覺焦點，使形象更為鮮明純粹，同時以連續環繞的金幣圖騰點綴構圖，增添動勢與吉祥寓意，營造熱鬧而不流於俗豔的喜慶氛圍。 整體配色以優雅的英式淺藍為底，跳脫傳統新春慣用的大紅色系，不僅使禮盒在眾多節慶商品中脫穎而出，也在東方習俗所謂「赤馬年」的火氣意象中，透過冷調色彩取得視覺與寓意上的平衡。於傳統與當代之間，為品牌節慶禮盒注入更細膩而從容的氣質表達。

This project marks another Lunar New Year gift box design created exclusively for the China market for Burts. Continuing the brand’s signature lively and bold visual language, the design integrates Western aesthetic proportions and a sense of spatial restraint into traditional Chinese visual culture. The result is a composition that carries cultural depth while maintaining an international, refined sensibility.

At the core of the design is the silhouette of an ancient steed, rendered in clean yet powerful lines to convey strength and forward momentum. The horse’s mane incorporates the colors of the Five Elements, adding layered symbolism and rhythm, allowing festive vitality to flow within a structured composition. A white horse is chosen as the focal point to create clarity and visual emphasis, while a continuous pattern of gold coins encircles the layout, enhancing movement and auspicious meaning. Together, these elements create a celebratory atmosphere that feels dynamic without becoming overly ornate.

The overall palette is grounded in an elegant British-inspired light blue, deliberately departing from the conventional red tones of Lunar New Year packaging. This not only allows the gift box to stand out among seasonal products, but also visually tempers the fiery symbolism traditionally associated with the “Year of the Red Horse.” Balancing tradition and modernity, the design introduces a more nuanced and composed expression for the brand’s festive offering.