Branding / Art Direction / Illustration/ Client: Shangri-La China
Dragon boat festival is regarded as the first real day of summer, when the weather gets hot and insects and snakes emerge.
Traditionally, people use herbs, fragrant, and medicine to rid of insects. People also race dragon boats , wear colourful pattern and tiger totem to scare away the evil spirits. It is a time of abundance, adventures and flavours.
In this concept, we create a folk-tale-inspired story of the summer, the heat, the plants, the snakes and the tigers. It is a tradition-inspired way to celebrate the festival, and also to honour our ancestors’ way of co-existing with the nature.