Had a chat with a commercial designer friend about my project and she gave me some very useful advice. The first was that although Hermes Orange is a very classic luxury packaging colour, orange itself is actually very difficult to associate with the theme of luxury amongst the general public, the colour is more reminiscent of vibrancy, so this could be the reason for it looking like a sports brand. Also using the Chanel font does not visually associate it with luxury, in the eyes of the Chinese, a font with serifs looks more elegant and is easier to visually associate with luxury.
Indeed, reflecting on my previous practice, it seems that I have neglected the visual that is really associated with luxury, and I am too obsessed with using some elements used by luxury brands in my design, instead of achieving the design effect I want.
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