02 / Illustration & IP Design

LONGXIAOQIAN

Translating Dragon Traditions into a New Visual Identity

Overview

“LONG XIAO QIAN” is a character I designed based on my own traits, created to send New Year blessings ahead of the 2024 Year of the Dragon. Research into Chinese dragon culture, from Spring Festival traditions to Shang Dynasty ceramics, shaped both the character and its illustrations. The designs adapt easily across products and platforms, forming a collection of limited-edition gifts that celebrate the spirit of the Dragon New Year.

LONG XIAO QIAN character design wearing a pink sweater

LONG XIAO QIAN character design wearing a red winter coat with fur trim

LONG XIAO QIAN character design wearing a yellow tangzhuang

LONG XIAO QIAN character design wearing an orange jacket with a fu character

Repeating pattern

Two Chinese New Year festival poster designs featuring LONG XIAO QIAN

Festival posters

LONG XIAO QIAN branding on an illuminated lightbox display

Environmental application — lightbox display

Spring Festival couplets featuring LONG XIAO QIAN, shown on a real door

Spring Festival couplets, in situ

Red envelope (hongbao) designs featuring LONG XIAO QIAN

Red envelope designs

Playing card deck