“Rước Đèn Phá Cỗ” – Bring Vietnamese traditional culture into packaging design

Home / “Rước Đèn Phá Cỗ” – Bring Vietnamese traditional culture into packaging design
“Rước Đèn Phá Cỗ” – Bring Vietnamese traditional culture into packaging design

“Rước Đèn Phá Cỗ” – Bring Vietnamese traditional culture into packaging design

CLIENT: THE COFFEE HOUSE

The Coffee House always cherishes stories and upholds the value of Human Connection. We hope that The Coffee House will become a “Coffee House”, where people come together and find joy and intimate sharing with fragrant and quality coffee cups.

Development history:
2014: Launched first store in Ho Chi Minh City
2015: Present in Hanoi
2017: Present in Da Nang, Bien Hoa and Vung Tau
2018: Operate a coffee farm, launching Flagship The Coffee House
Signature and Rolled out 100 store

ASSIGNMENT
Design a mooncake packaging for The Coffee House brand. Target is student and officer who often go to The Coffee House to exchange, network, find a quiet space to study, work and create.
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SOLUTION
The shape of the packaging is inspired by the shape of a traditional lantern. The illustration is inspired by Kim Hoang folk painting, it not only evokes the feelings of the ancient Mid-Autumn Festival but also transmits Vietnamese culture to the younger generations. I created this typography for my packaging design inspired by Nom script -Ancient Vietnamese alphabet, Calligraphy in Vietnam in the past and combined with current Vietnamese alphabet. I do this because my packaging design is a traditional design, from which I take elements from ancient Vietnamese letters to combine with the National language, thereby creating tradition in modern typeface. Besides, the strokes taken from ancient Vietnamese characters create an interesting contrast between the strokes in this typography. In addition, I also use square letters inspired by Vietnamese folk details. The square lettering helped me balance the strength of my design because my illustration used a lot of the soft curves. The name of the product is called “Rước Đèn Phá Cỗ”. Rước Đèn (Lantern parade) and Phá Cỗ (Deal out a Midautumn festival cake and fruit) are two activities in the Mid-Autumn Festival associated with each person’s childhood, but in today’s modern life, such things no longer happen. I named the product so with the hope that we can once again review those good memories with our loved ones.

Trung Thu này bạn đã “Rước Đèn Phá Cỗ” chưa?

Never fall in love with an idea. They’re whores: if the one you’re with isn’t doing the job, there’s always, always, always another.”

― Chip Kidd, The Cheese Monkeys

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