2024
packaging & printing
As spring approached, we received a challenge from ALATRE: to create a Lunar New Year giftset that was not only for giving but also for telling the story of Vietnam. Inspired by the project “54 Ethnic Groups of Vietnam – A Tapestry of Cultures”, the giftset was designed with 4 colors, 4 stories, 4 regions – all united in the rhythm of spring.
How can a Tết giftset be both aesthetically refined and a cultural narrative that connects giver and receiver? The challenge was to balance the symbolic value of a New Year’s gift with the depth of Vietnamese cultural identity.
Our campaign was shaped around three key directions:
1-Core Concept: Drawing inspiration from the cultural diversity of Vietnam’s 54 ethnic groups, the giftset was envisioned as a journey that encapsulates cultural richness within the festive spirit of spring.
2-Visual & Storytelling: Each color represented a region and a story, brought to life through graphic language, patterns, and illustrations rooted in local heritage.
3-Unique Selling Points: More than a beautiful object, the giftset became a storytelling medium, setting ALATRE apart by transforming a seasonal product into a cultural bridge.
The ALATRE Lunar New Year giftset successfully combined aesthetic refinement with cultural depth, offering a gifting experience that is both elegant and meaningful. It stands as proof of how design can carry Vietnamese identity into contemporary brand expression.
▼
Watch full project on Behance
