Ali Family Letter Gift Box

Ali Family Letter Gift Box︎
Client ︎︎︎ Alibaba.com
Technique ︎︎︎ Packaging
Dimension ︎︎︎ Packaging

For the 11th year, Alibaba continued its annual tradition of sending A Letter Home to employees and their families for Chinese New Year.

Created for the Year of the Rabbit, the 2023 gift set brings together Alibaba’s culture and traditional New Year celebrations through a warm and festive visual system. Red and gold define the collection, while flowing linework, floral details, and playful illustrations give the packaging a contemporary take on traditional Chinese aesthetics.

The gift set includes a letter from Alibaba’s CEO, the A Letter Home booklet, a Year of the Rabbit Taobao collectible, an Alibaba Zoo puzzle, a calendar, and a collection of traditional New Year items including couplets, red envelopes, paper-cut decorations, and the Chinese Fu (福) character.

Design Direction

The visual language is built around red, gold, and flowing forms. Traditional Chinese motifs are simplified and paired with modern illustration and dimensional details, creating a system that feels festive without becoming overly traditional.

Across the photography, curved gold elements extend beyond the packaging and move through the composition, visually connecting the individual pieces into one collection. The deep red environment, reflective surfaces, and focused lighting give the gift set a richer, more ceremonial presentation.