SCGP

Leaping Over the Dragon’s Gate

Idea Tank

Team : Anchovy

Member

Ms Như Phương Quỳnh Nguyễn

Mr Ngô Dương

REASON FOR SELECTION

When we talk about fish sauce, we don’t just refer to a seasoning found in every Vietnamese household; it’s deeply intertwined with our culinary culture. Vị Xưa fish sauce is a reputable product that many consumers love and choose. However, in an increasingly digital marketplace, sustainable packaging design has become essential. Packaging serves as a bridge that protects product quality while powerfully and creatively conveying the brand story.

Therefore, as participants in the SCGP Packaging Speak Out 2024 competition, we chose the e-commerce packaging design category for Vị Xưa fish sauce, aiming to innovate the shopping experience for customers. We envision packaging that moves beyond rigid cardboard boxes to sustainable designs that embody the brand's story and identity.

DESIGN IDEA

In this competition, our team aims to present not only a structural packaging solution but also the graphic design for Vị Xưa fish sauce. Building on the existing brand values of Vị Xưa, we:

+ Incorporate traditional patterns such as the carp transforming into a dragon and wave motifs to emphasize the celebration of Vietnamese culinary tradition.

+ Use red as the primary color accented with gold, reflecting the rich flavor and premium quality of the product. The "Vị Xưa" logo features a strong font that instills confidence in consumers.

We have dedicated our efforts to create a packaging design that is both innovative and reminiscent of traditional roots, blending modern elements to honor the value of Vị Xưa fish sauce and propel the brand further into the future.

Our team aspires to deliver a packaging design that meets the criteria of the SCGP Packaging Speak Out competition: “DISRUPTIVE PACKAGING, UNLOCKING THE FUTURE,” while maximizing the storytelling and values of Vị Xưa fish sauce from the Barona brand.

We hope to progress to the next stage, allowing us to refine and enhance the novelty and reusability of the packaging. Finally, we extend our heartfelt gratitude to all participants and the organizers for providing such a creative and valuable platform for all contestants.

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.