Celebrating Lunar New Year: Commemorative Boxed Edition

In celebration of the Lunar New Year, a holiday marked by Asian communities across the country and around the world, the U.S. Postal Service released a series of vibrant and festive stamps over a 12-year period. Each stamp corresponded to a particular year on the Chinese lunar calendar—from the Year of the Rat to the Year of the Boar—and depicted a different Lunar New Year tradition.

After the release of the 12th and final stamp, USPS commissioned Journey Group to create an elegant and valuable wrap-up product to commemorate the series as a whole.

Ringing in the new

With a long history of creating commemorative products for the U.S. Postal Service, Journey Group was determined to design a colorful artifact that not only reflected the beauty of the stamp series, but also felt fresh.

Our creative director pitched a commemorative boxed set enclosing 12 folios, each devoted to a different stamp in the series, along with the story of its creation. A mesmerizing dragon-scale pattern created specially for Journey Group by artist Tim Lee was chosen to provide a unifying tapestry of texture throughout each folio and across the box itself, and a letter-pressed sticker bearing the title of the folio was affixed to the outside for textural contrast. Touches of gold foil were also added to the design to evoke an atmosphere of ceremony and celebration.

Crafting stamp stories

Journey Group conducted in-depth interviews with stamp artist Kam Mak and crafted 12 individual stories offering insight into his creative process and sources of inspiration. Inside each folio, these narratives were woven between images of relevant sketches and reference photographs, then studded with large and engaging pull quotes from the artist himself.

“Collaborating with Journey Group on this commemorative boxed set was a wonderful opportunity. The final product beautifully communicates the rich symbolism behind the Lunar New Year traditions practiced across our country and around the world.”

Kam Mak, Stamp Illustrator

Making it personal

To emphasize the product’s distinct value, Journey Group asked the stamp artist to sign a numbered certificate to include with every set. Each letter-pressed certificate offers a personalized touch and attests to the product’s rarity, indicating the set’s placement within the total print run of 2,000.