Design Energy developed a 3 tier suite of labels for the Chinese market under the brand name of Racing Champion. The previous brand had not successfully portrayed the theme of the “sport of kings”, “the best of the best” and “victory”. The use of gold foil was paramount to appeal to the Chinese market for luck and good fortune. A link to historic imagery and icons was used to make a further connection with the long history of racing. Illustrations were created in the style of the bygone era.