SCGP

Embracing the Vietnamese Tet

Idea Tank

Team : Blooming

Member

Ms Đoàn Thị Minh Hằng

DESCRIPTION OF THE ENTRY

PACKAGING DESIGN FOR THE KINH DO TET HAMPER GIFT BOX

This packaging design is inspired by the image of bánh chưng, a symbolic and indispensable feature of the traditional Vietnamese Lunar New Year. The gift box is decorated with green patterns resembling dong leaves, which are used to wrap the bánh chưng, evoking a sense of tradition, familiarity, and paying homage to the enduring cultural values. Every detail of the packaging has been carefully crafted to recreate the bánh chưng image, establishing a deep connection between consumers and the spirit of Tet, a time when family reunions are most cherished.

At the center of the design is a stylized crown, combined with traditional Tet motifs such as lanterns, apricot blossoms, and peach blossoms, symbolizing prosperity, wealth, and good fortune. These details not only enhance the aesthetic appeal but also carry messages of auspiciousness, a key theme that people long for at the start of the new year. The main colors of the packaging blend the traditional green of bánh chưng with vibrant red and gold tones, representing luck, wealth, and happiness.

Below is the word "Lộc" (Wealth), prominently placed as a focal point, symbolizing the prosperity and abundance this product brings to the recipient during Tet. The word "Lộc" not only serves as a well-wishing for a prosperous new year but also embodies the notion of all the positive values that this product aims to deliver, making consumers feel that the gift carries both material and emotional significance.

Overall, the design beautifully captures the festive atmosphere of Tet through the harmonious combination of colors, motifs, and imagery, while also conveying messages of reunion, togetherness, and good fortune. This gift box is not just a consumer product but also a piece of artwork closely linked to Vietnamese tradition and culture, enhancing the consumer experience during Tet. Furthermore, the design can inspire gift-giving behaviors, an essential cultural practice during the Lunar New Year, helping to strengthen the bond between the gift-giver and recipient through such a meaningful gift.

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