Red Mane is a conceptual branding and packaging project for a fictional Baijiu, rooted in traditional Chinese culture and developed as a limited edition release for the Year of the Horse - 2026.

The project explores how cultural symbolism can be translated into a contemporary visual language without losing its meaning or depth. Central to the identity is a series of geometric horse illustrations, designed as a flexible system rather than isolated artworks. Each illustration functions as part of a broader narrative; expressing movement, strength and progression, values traditionally associated with the horse in the Chinese zodiac.

My approach to this project was concept-driven and system-oriented. Instead of designing individual assets in isolation, the visual language was built to scale across multiple touchpoints, including packaging, large-format campaign visuals and digital applications. Composition, rhythm and restraint play a key role, ensuring the identity remains clear and impactful from close-up details to billboard-scale executions.

Red Mane demonstrates my way of working as a graphic designer and illustrator: combining illustration, branding and storytelling into a cohesive system that supports a brand narrative across media. The result is a flexible yet consistent identity that can evolve across formats while maintaining a strong conceptual foundation.