Artistic collaboration Carlsberg × Feifei Ruan
Chinese New Year Limited Edition
About the Collaboration
Carlsberg LNY Artist Edition
Carlsberg beer brand collaborated with multi award-winning illustrator Feifei Ruan for a Lunar New Year edition. The visual storytelling truly captures Chinese New Year’s essence, drawing on the celebratory nature of reuniting with family and friends.
Feifei Ruan’s illustration is described as a spring wonderland depicting eight magical rabbits transformed from the golden liquid of Carlsberg premium brew, reuniting in a beer forest. The piece is embellished with koi fish, signifying luck and good fortune, flying swallows that welcome spring and new beginnings, and dragonflies symbolising harmony, prosperity and good luck. Additionally, elements of gold coins and blooming peonies symbolise wealth, prosperity and new beginnings.
The illustrator reinterpreted festive symbols of prosperity and reunion, blending them into the brand’s iconic green identity.
Campaign Activation
Lunar New Year campaign and limited edition packaging rolled out across China, Singapore, Malaysia, Hong Kong, and other Asian markets, supported by outdoor and digital campaigns, bringing Feifei Ruan’s artistic vision to life and reinforcing Carlsberg’s festive presence. The illustrated wrap was available on brews across the region on both cans and bottles.
“Kung Hey Fat Choi! The last couple of years have further affirmed the importance of reuniting with our friends and family, whenever possible and celebrating the simple act of being together,” says Arindam Varanasi, VP Commercial Asia, “We’ve been inspired by this, rolling out the campaign and the design holistically across the region, with each market taking part and offering unique opportunities for our customers and consumers to get involved.”
Visual Codes
Campaign Assets
- Design
- Experience
ABOUT THE ARTIST
FeiFei Ruan
Feifei Ruan is Chinese collab artist, living in Los Angeles. Finding inspiration in the people and events in her life, Feifei’s work touches on themes related to humanity and the universe at large. Feifei Ruan builds strong visual narratives and creates unique atmospheric mood in her illustrations. The images she creates contains oriental charm, but at the same time, is very different from the style of traditional Eastern art. Feifei is able to evoke a sense of mystery in her artwork that piques the curiosity of viewers and draws them into her immersive creations. Her collection of work includes illustrations, prints, storybooks, and graphic designs. She is a talented illustrator, member of the New York Society of Illustrators and Art Directors Club.
OTHER WORKS
Luxury cognac limited edition for the Year of the Horse with a Chinese contemporary artist.
Maison Margiela collaboration with young textile artist: New Year, New Fragrance.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
