Glenfiddich X Yixin

Yixin has created exquisite and decorative packaging art for Glenfiddich's Asian New Year 2023, used to promote the product globally for their 'Extraordinary Journeys' campaign.

From an indulgent presentation box to an animated video, an immersive experience and billboard ads, the commanding illustration is a complex design combining a proud deer with nature and Asian culture.

Yixin explains his inspiration, "My creation is a combination of all nature: air, barley, water, these natural creators, they brew the extraordinary flavor of Glenfiddich; Burst into a wonderful romantic moment. In these dense and complex groves of quiet trees, birds sing and pray for the blessing of the koi and join Glenfiddich in celebrating the Chinese New Year. High mountains and flowing water, the lights dim: flowers bloom, colorful; The ears of wheat danced, and the gun saluted. The shape of the branches, I draw inspiration from the Chinese traditional pattern and auspicious animals, such as: the shape of the air extended with auspicious cloud pattern, antler pattern respectively extended with pheasant, pangolin, phoenix, dragon, peacock feathers, Chinese knot and so on. The flower decoration is derived from the traditional coin of "round heaven and round earth".

A technical and intricate illustration in its balance of multiple elements, Yixin has created a breathtaking visual, one which can be viewed for some time as the eye surveys the rich and symbolic composition. He adds, "I want my paintings to convey the vitality of nature, a unique and beautiful feeling: when you look at the details, you can touch the familiar feeling of the Chinese year buried in the hearts of the Chinese people (that is the meaning of the extraordinary journey)."

WATCH the video.