Golden Snowflakes

A holiday gifting campaign inspired by Kyoto’s Golden Pavilion, Kinkaku-ji, celebrating the Japanese art of thoughtful giving.

Client: Tatcha Beauty
Role: Creative Director, Campaign

Two purple boxes with gold geometric pattern and the brand name 'TATCHA' on white labels.

The Challenge

Tatcha, rooted in the elegance of Japanese skincare rituals, needed a holiday campaign that transcended traditional promotional approaches. The challenge was to create an emotional connection that honored the brand's Japanese heritage while capturing the deeper cultural significance of gift-giving in Japanese tradition. The campaign needed to feel modern and meaningful while staying true to Tatcha's Kyoto heritage.

A traditional Japanese pagoda painted in gold, surrounded by snow-covered trees and rocks, reflected in a pond, with a snowy forest in the background.
Japanese Snowflake Collection
Laser-cut Snowflake and Giftwrap
A purple zippered pouch with a gold zipper and a partial yellow graphic design on the lower right corner.

The Solution

I developed a holiday campaign inspired by two distinctly Japanese cultural elements: the golden temple in Kyoto and Japan's unique snowflake design traditions. These discoveries became the creative foundation for a campaign that included digital marketing, package design and new product photography.

Laser-cut metallic stickers became a key tactile element that brought the campaign to life, adding a special touch that elevated the unboxing experience. These precision-crafted details echoed the intricate artistry of Japanese craftsmanship while creating moments of discovery and delight for recipients.

Screenshot of Tatcha's website homepage featuring seasonal gift sets and skincare products with a pastel winter-themed background.
White and purple ceramic bowl with gold pattern, mounted on a white stand, with a purple-handled brush hanging from a gold stand.
Beauty gift set with purple box, lipstick, lip balm, and facial mist.
A Japanese tea set with a teapot, two cups, and two mochi on a white dish, positioned in front of a decorative box wrapped in blue and gold paper featuring traditional Japanese patterns.
Tatcha skincare gift set with two jars of cream and a powder in purple containers, a purple box with a blue and gold landscape design, and a purple container labeled Tatcha Indigo soothing rice enzyme powder.
A white package with gold and red decorative patterns, featuring a gold string tied around it.
Three purple boxes of different sizes with gold logo and text 'Tatcha' on a white background.
Young woman standing next to a gray wall, carrying a large blue bag with a yellow design, wearing a white sleeveless top, with long dark hair, outdoors on a sunny day.