Patrón Year of the Ox Campaign

Commissioned by Patrón, this illustration package was created for a limited Chinese New Year release in celebration of the Year of the Ox.

The concept draws from traditional New Year woodblock prints, reinterpreting the figure of door guardians as symbolic characters representing fortune, prosperity, longevity, and happiness.

To enhance accessibility across cultures, the figures are softened through simplified forms and familiar festive elements, such as lanterns, blossoms, and red envelopes, creating a more approachable visual language. By combining traditional symbolism with a contemporary graphic system, the work expresses renewal, protection, and optimism for the year ahead.

Client: Patrón

Role: Campaign visual, Packaging illustration, Pattern design