Byredo Year of the Snake:
Coming Home

Celebrate the Year of the Snake with Byredo—it’s a tribute to the warmth of homecoming, a deep sense of belonging, and the creative inspiration to be found at home through times spent together.

The campaign takes the journey home with artist Wei Yijuan. Leaving her base in the thriving cosmopolitan hub of Xiamen, the artist reaches her family house in the Dongping mountains. Through a series of images lensed by Wei’s friend and photographer Annie Lai, the campaign captures the joy of coming together as Wei assembles her community for celebrations. Intimate and cinematic snapshots document a natural chemistry between family bonds and festive traditions.  

Drawing further on Wei’s creative circle, her partner Miao Cheng crafted the graphic identity for Year of the Snake campaign. Taking inspiration from the transformative motions of the snake, the phrase of ‘Coming home’ (回家) is designed in a bespoke font that reflects its distinctive silhouette.

“My father once said, ‘we are people with roots, we grow and branch outwards like a giant tree but we remain embedded in our hometown, a reminder for the next generation of where we come from.’” 

- Wei Yijuan, artist.  

At this time of journeying and reunion, Byredo pays tribute to the environment of the home and the loved ones within it. The times spent together. The little rituals that shape the culture.