Tiffany & Co × Xinyuan Zhan
Mid-Autumn Festival Gift Project
2025 | New York ｜ Illustration Project
Concept • Art Creation • Direction • Commission
For her collaboration with Tiffany & Co, Xinyuan Zhan conceived a thematic artistic commission, combining the haute jewelry Jean Schlumberger collection with Mid-Autumn Festival traditions in Central Asia and Ramadan celebrations across East Asia. This commission is rooted in cultural heritage, symbolism, and contemporary narrative. At its center stands the mooncake, a timeless emblem of celebration and unity, interpreted through Xinyuan Zhan’s signature illustrative language.
Through this series, each gesture carries meaning. The cycle of concept, creation, and delivery is embedded in the illustrations, spanning main visual artworks, packaging for gift boxes, Tier 2 packaging, ceramic jars, greeting cards, digital greeting cards, and mooncake packaging. Every element resonates with Tiffany & Co’s refined aesthetic while engaging with cross-cultural traditions, blending heritage with contemporary artistry.
In this way, the project reflects Xinyuan Zhan’s approach to brand collaborations. Illustration becomes a medium of storytelling, while design transforms into a language of celebration and emotion. By linking jewelry, culture, and visual narrative, the commission offers a contemporary reading of tradition – thoughtful, layered, and continuously renewed.
ABOUT THIS WORK
Entitled Tiffany & Co Mid-Autumn Packaging, the artwork by Xinyuan Zhan unfolds as a multi-surface illustration project where brand, culture, and narrative intersect. Rooted in Eastern natural philosophy and festive tradition, the work invites viewers to traverse a moonlit dreamscape illuminated by Tiffany’s iconic Jean Schlumberger Archive jewelry. The moonlight serves as stage, the jewelry as language, creating a poetic vision where time, memory, and celebration converge.
The top of the box introduces the narrative: a descending moon, no longer distant, rests upon the Tiffany logo. It is more than a festival symbol—it is a “mirror of the heart,” reflecting the most sincere emotions, memories, and hopes. Three “stone birds,” Tiffany’s holiday messengers, circle the logo and moon, each embodying a gesture of time, aspiration, and reflection: the Returning Bird signifies the journey back to one’s origin, the Dreaming Bird connects imagination and reality, and the Watching Bird evokes memory and inner dialogue. Surrounding them, a floral wreath of jewelry elements represents the eternal cycle of growth, belonging, and remembrance.
ABOUT ARTIST
Xinyuan Zhan
Xinyuan Zhan is an illustrator based in China and a graduate of the Picture Book Creation Studio at the Central Academy of Fine Arts. Her practice centers on visual storytelling, where meticulous line work and refined composition bring imaginative narratives to life.
Combining digital illustration with symbolic imagery drawn from nature and culture, Xinyuan creates richly detailed worlds that balance precision with imagination. Her work is distinguished by its delicate technique and strong narrative clarity, allowing each image to function both as a story and as a visual identity.
Her clients include Tiffany & Co., Adidas, China Central Television, and the Beijing Organising Committee for the 2022 Olympic and Paralympic Winter Games.
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