Vietnam   |  2019

Spring Melodies (Xuan Khuc)

Entrant Company

Bratus Agency

Category

Packaging Design

Client's Name

Von Viet

Sub-Category

Snacks, Confectionery & Desserts

Experience Level

Professional

Xuan Khuc (Spring Melodies) is a special gift set of four traditional dried candied fruits, only prepared to celebrate ‘Tet’ – Vietnamese Lunar New Year. Our mission is to revive Tet traditions, modernize its cultural values and ensure the high efficiency and functions of the food packaging. The concept is inspired by “To Nu” – the famous painting of Hang Trong traditional folk art, which represents the charisma of Vietnamese women and the beauty of spring. We conducted qualitative research, explored different approaches and experiments to come up with original ideas delivering traditional Tet heritages. The main inspiration comes from the 1920s – 1930s Art Deco movement, especially its minimal and geometric abstract illustrations. We created traditional and modern fusion by connecting the abstractive geometric forms, curvy lines, and foiled strokes. This approach creates melodic and poetic feels and amplifies antique characters of Tet holiday. We also revised carving patterns of Nguyen Dynasty for the background that describe symbolic flowers of four seasons. Typography maintains Vietnamese cultural influences with unique typesetting in borders of antique lacquered boards and reminds of Vietnamese calligraphy. In the end, we applied the hand-crafted silk-screen printing and gold foil on natural tone paper stock to honor contemporary folk arts. The final output is a set of four memorable Tet flavors covered by modernized graphic designs. The packaging presents the happiness and pleasures in the first days of spring when people share reunions with family and enjoy dried candied fruits with wonderful music and pretty blossoms. Xuan Khuc also adds a new elegance and high-class look to a Vietnam traditional candy packaging and upgrades it to a modern and globally accessible level.

Credits

Designers
Si Tran, Alex Dang, Nguyen X. Hoang, Trang Pham
Art Director
Jimmi Tuan
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