SCGP

REMINISCENCE OF THE GOLDEN DAYS

Idea Tank

Team : Mianchu

Member

Mr Huỳnh Nhật Tuấn Lê

Ms Lan Anh Nguyễn Ngọc

Ms Hồng Anh Nguyễn

Four boxes of mooncakes represent 4 milestones during the time Kinh Do operated and also 4 sessions in 1 full moon day of the Mid-Autumn Festival:

- 1993: establishment -> beginning -> dawn, early morning.

Mixed-nuts filling: the foremost traditional cake filling, showing the primitive goal of Kinh Do's mission.

- 1998: started producing moon cakes -> innovation created great success in the mooncake industry -> 12 o'clock noon.

Red bean filling: the bright red color coincides with Kinh Do's primary color, expressing pride in identity, symbolizing passion and enthusiasm for the industry.

- 2015: renamed Mondelaz Kinh Do -> afternoon -> the transition between day and night.

Ham Roasted Chicken Filling: associated with the rice field scene, in addition, ham roasted chicken is a modern filling but still retains some traditional ingredients -> the intersection between modern and traditional.

- 2028: Celebrating 30 years of making moon cakes -> Kinh Do achieves great achievements in the industry -> full moon night.

Bat Buu (eight treasures) Crab Filling: associated with the moonlit night scene at sea, Bat Buu Crab is similar with traditional mixed filling but with a modern little twist, representing the closed cycle of old - intersection - new - return to the original.

other Ideas

Sustainable Packaging, Natural Flavor

"Sustainable Packaging, Natural Flavor" embraces a simple yet modern style, with vibrant green and yellow tones representing freshness and nature.

New Packaging - Beautiful on the Outside, Quality on the Inside.

"New Packaging - Beautiful on the Outside, Quality on the Inside" embraces a simple yet modern style, with vibrant green and yellow tones representing freshness and nature.

"Luminous Night" is not just a simple Mid-Autumn Festival, but a journey back to the sweet memories of childhood.

blue flower ceramic bowl

2 tier package ,using blue flower pattern and art

Kinh Đô - Tu linh hoi tu Gift box

The Kinh Đô chocolate gift set is inspired by the "Water Puppet" stage—a traditional form of folk theater that originated from the rice-growing civilization.

Kinh Do - "The train connecting hearts"

Project: "The Train Connecting Hearts" In the heart of every person, there are always 6 different Love coordinates including: Friendship, love, familial sentiment, Teacher-student relationship, Self-love and Patriotism. With Kinh Do's mission of always being a catalyst to help "connecting hearts" every spring, a train using emotional energy was born to become a means to connect and illuminate the 6 coordinates above to make our hearts and souls gradually become more complete and whole.

Cosy Marie - Kinh Do | The Tet's sunshines, the taste of Spring

Lunar New Year, a festive season of reunion and new beginnings, brings a sense of warmth and connection between family and friends. Inspired by the image of traditional window frames with classic iron bars, the packaging design of Cosy Marie - Kinh Do not only evokes Vietnamese architecture but also opens up a space of memories and emotions, where each door welcomes the early spring sunshine.

Complete packaging for Barona sauce pack

The Barona sauce pack is designed with a fresh, vibrant interface that highlights the image of fresh vegetables and uses bright colors like red and orange to evoke appetite at first glance. The compact, convenient packaging is easy to carry, featuring a resealable cap for reuse. Product information is clearly displayed and easy to read, emphasizing the product’s natural ingredients and quick preparation. The eco-friendly packaging material ensures that customers not only trust the sauce’s quality but also contribute to environmental protection.

This mooncake packaging is delicately designed with images of 4 flowers and 4 fish, symbolizing abundance and prosperity, family unity. Flowers, including apricot blossoms, lotus flowers, chrysanthemums, peach blossoms, symbolize luck and happiness in life. The image of 4 fish in a school resembles a warm family image during the Mid-Autumn Festival.

OREO "TET STORY"

Oreo's "Tet Story" packaging design recreates traditional moments during the Tet holiday, from wrapping bánh chưng (sticky rice cake) and cleaning the house to family reunions and giving lucky money. Each panel on the packaging tells a familiar story, creating a connection between consumers and Vietnamese Tet culture. Using traditional colors and iconic patterns, the packaging is not only visually appealing but also reusable as a gift box for . Oreo becomes a cultural bridge, bringing an interactive and sharing experience between generations.