Brand Design in the Year of the Snake

2025 is the Year of the Blue Snake, and in Eastern philosophy and folklore, the snake has many meanings. Most notably, it represents wisdom and transformation, abundance and fertility, healing and rebirth, wealth and good fortune. 

The Year of the Snake has seen a lot of collaborations with brands who are using the snake to convey a positive, transformative message to their audiences. The message of letting go of the past and starting a new beginning is something that resonates well with consumers. It’s a creative way of marketing that keeps Global brands up with culturally nuanced cyclical events, and it’s often limited edition, which makes it even more special.

In this blog, we dive into the many unique ways brands have thoughtfully adopted the imagery this auspicious year represents.

To celebrate the Year of the Snake, Louis Vuitton released a snake box, designed in the shape of a green Monogram Flower in honour of the snake, which symbolizes determination, intuition, and wisdom.

While the collection doesn’t directly feature snakes, the creation of a special box to celebrate the Year of the Snake creates a sense of scarcity and monumentality, with a variety of styles and innovative designs that reflect the snake’s ability to symbolize new beginnings and change. 

In honour of the Year of the Wooden Snake, Canadian apparel company Arc’teryx released a special limited edition Alpha SV jacket, which is even more eye-catching thanks to its collaboration with artist Romon Kimin Yang, aka ROSTARR. 

The limited-edition series is available only at select Arcteryx stores in North America and Europe, not online, making it even more scarce. The abstract brushstrokes depicting the scales of the snake, the S-shaped snake design, and the calligraphic style of the calligraphy add to the Chinese influence. As we all know, Arcturix is a high-performance apparel brand that includes waterproof and windproof features, triple-layer N100d, and recycled materials. The Eastern zodiac culture is well integrated into the Western brand, and the colour scheme is perfect for Arcturix’s products.

Premium consumers who are interested in outdoor activities and fashion are taking notice, and the combination of art, function, and culture has created a unique differentiation.

Burberry celebrated the Year of the Snake by collaborating with Chinese artist Qian Lihuai to create the Us Series, which consisted of nine bamboo sculptures, and famous actor Zhang Jingyi appeared in the campaign video and photos.

In terms of marketing, they launched a capsule collection based primarily on the colour red, utilizing the traditional Chinese craft of bamboo weaving and displaying pieces from the collection in the windows of major Chinese stores. 

Through these initiatives, Burberry developed a greater respect and understanding of Chinese culture, reinforced the brand’s cultural authenticity, and built a stronger emotional connection with Chinese consumers.

Johnnie Walker launched a limited edition “Johnnie Walker Blue Snake Zodiac Edition” in collaboration with world-renowned visual artist James Jean to create a unique design. The bottle features three snakes, each symbolizing wisdom, intelligence, and intuition, surrounded by blooming flowers.

Unlike the original Johnnie Walker Blue, this one is 46 proof and has a subtle spicy flavour, so why not celebrate 25 years with a rich smoky finish?

They offered a self-stamped set (stamp and acrylic frame) to commemorate the 25th anniversary, which is sure to be of interest to many of their long-time consumers and collectors. Best of all, it’s a limited edition, which is one of the biggest selling points.

Prada has created a five-part podcast series called “Snake Tales for the Year of the Snake,” a fitting theme for its 25th anniversary.

Available on China’s leading podcasting platform (WeChat), the brand has engaged art historians and influential artists to further increase engagement. It’s a sophisticated marketing approach that blends traditional materials with modern media. 

The podcast explored the cultural symbolism and artistic meaning of the snake, reinforcing the brand’s cultural depth and intellectual image. The podcast is estimated to have reached 150 million listeners in China, marking a new direction for luxury brand storytelling through digital media.

As we embrace 2025, the Year of the Blue Snake, we’re tapping into powerful symbols of wisdom, insight, healing, and regeneration. These qualities aren’t just cultural touchstones—they’re becoming integral to thoughtful design and culturally relevant marketing strategies that resonate with today’s consumers. 

For brands seeking to create authentic, culturally resonant campaigns that capture the essence of this transformative year, Kika offers the expertise and vision to bring these distinctive elements to life. Let your brand’s story coil around powerful cultural symbolism that connects and captivates in the Year of the Blue Snake.