Aesop Lunar New Year 

To connect meaningfully with our clients who celebrate the Lunar New Year, we looked to the new year ritual of ‘sweeping the dust’ for inspiration. The ritual is the simple yet meticulous act of cleaning one’s home before the new year dawns so as to welcome a year of fortune and prosperity. As linens are aired and floors swept, grievances are forgiven and slates wiped clean. 

With the cleaning rituals of the Lunar New Year celebrations comes a beautiful kind of order. Playing on the intersection of the celebratory and the orderly, we will usher in the new year, with new order.

To illustrate this concept of order, we looked to the symbolism of the dinner table, fastidiously and peculiarly arranged. Dinnerware and foods are neatly composed on a table in the form of a still life photograph. While there is a playfulness to the way the objects have been arranged, the overall composition suggests meticulous detail and precise placement. As a result, the imagery imbues a sense of both celebration and order—the table of someone who is well-positioned to welcome the new year and good fortune.