The packaging system for Tet Cadied Fruit - Chieu Phuc

In Asia culture in general and in Vietnamese culture in particular, Tet Nguyen Dan has long been an important holiday with profound meaning. On Vietnamese New Year’s Day, the custom of “Xong dat” is an indispensable tradition. People visit each other with gifts and good wishes for a lucky and prosperous year. Inspired by the custom of Xong dat, we designed the Chiêu Phúc Tet candied Fruit Product Packaging Set, a gift that conveys good luck and fortune. Chiêu Phúc is inspired by “Ngũ Phúc lâm môn” in feng shui, where Phúc - Quý - Thọ - Khang - Ninh, each character corresponds to a symbol of goodness: Phúc - Overall packaging - good luck; Quý - Candied Kumquats - wealth and prosperity; Thọ - Candied Peanut - longevity; Khang - Candied Ginger - warmth and health; and Ninh - Candied Lotus seeds - peace, prosperity and harmony. 

Not only does it convey the story of culture, but the product set also contributes to telling the story of the brand of Vietnamese specialty agricultural products - L’ang Farm, with the desire to bring Vietnamese agricultural essence to the international level.

Regarding the material, we use a combination of paper and plastic. Considering the product’s characteristics, it needs to be stored in dry conditions and avoid prolonged exposure to air. For level 1 packaging, we choose to store it in a plastic box, which is covered by a paper box instead of a regular label. This not only allows customers to see the product inside but also increases the design area, making the product more eye-catching. The box lid is designed simply with a label so that customers can know the type of product when they open level 2 packaging. Overall, level 2 packaging has a gift box structure, with the lid shaped like a flower petal combined with a decorative string, creating a pull-string opening experience. To protect the product inside from being displaced, an additional tray is created inside the box.

Regarding the graphic element, we use simple and concise illustrations that are meticulously crafted to convey a clear and understandable message. the colors used are basic and bright, with each product color corresponding to each type of candy as well as the message the product conveys. The overall design of the second-level packaging is a bright red color that catches the eye. The main font used for the product name is SVN -The Seasons which has been stylized with some lines to create a harmonious and refined look. For the second-level packaging, all four sides of the packaging feature different patterns for each flavor of jam contained inside, but still maintain an overall consistency. The lid is designed in the shape of a blooming flower when opened. With the Chiêu Phúc product line design, we aim to target modern and savvy customers who not only take an interest in beautiful products but also cultural and brand values.