Royal Salute

Lunar New Year is a deeply special occasion,

a time of happiness, excitement, and connection.

No matter where you’re from, which symbols you recognise, or which traditions you uphold,

it’s a time defined by celebration.

With my design I aimed to capture the spirit of this wonderous occasion, the idea of unity,

of the coming together of cultures and people to celebrate something truly magical.

Combining cultural symbols of the festival, with the richheritage of Royal Salute,

the illustration embodies the union of two enchanting worlds.

At the heart of the Lunar New Year celebrations is the exchanging of gifts,

a tradition that transcends cultures and generations,

and sparks joy and excitement within us all.

Coming together to share a whisky as special as Royal Salute,

makes these joyful moments even more memorable.

As we toast to prosperous new beginnings,

invite good fortune for the year ahead,

and ignite the new year’s festivities with the whisky created for the celebration.

Artist/creative director: Trajan Jia

Illustrator/pattern designer: Trajan Jia

ANIMATION: SLOW MOMENTS AGENCY