KINH ĐO TET VIET: JOYFUL GATHERINGS

INTRODUCE

With the current market trend, products that attract customers are not only about the quality inside but also about the appearance outside. Unique and attractive packaging design is a factor that influences customers' purchasing decisions. Therefore, when coming to the Speak Out 2024 contest - Packaging for a brighter tomorrow, I chose to bring the design of KINH DO brand Tet gift boxes.

PACKAGING ISSUISSUE

Most of the old packaging consists of corrugated cardboard boxes, which lack a sense of luxury and are often not reused after their initial use.

OPINION 

Packaging should not only serve to protect and preserve the product but also carry aesthetic value, reflecting the taste and intention of the gift-giver. Furthermore, it should be designed to be reusable, adding extra value for the recipient.

DESIGN IDEAS

   STRUCTURE

Inspired by the improvements in Tet gift box packaging from previous years, a balanced trapezoidal shape has been adopted to replace the traditional rectangular box, creating a more visually appealing design while still maintaining a sense of sturdiness and stability.

Additionally, the box design now incorporates a built-in handle, eliminating the need for extra paper bags or plastic straps as in previous designs. This structure offers greater convenience for customers when carrying, and for sellers, it simplifies the management of packaging supplies without needing to keep track of additional paper bags or storage space. The design aligns with current trends, where gift boxes increasingly feature integrated handles for added convenience.

The gift box can be opened from both sides, symbolizing the openness and generosity of the gift giver. Each side contains smaller snack boxes such as Cosy, AFC, and Oreo from KINH ĐÔ, sparking curiosity and excitement as the recipient unveils the gift one side at a time. This structure also allows the brand to easily adjust the box size to increase or decrease the number of treats in each gift set, offering flexibility and convenience for both the manufacturer and customers.

Additionally, the unique aspect of this design allows users to repurpose the box for other functions, such as storage containers or decorative trays. Since it is made from two identical separate parts, once the contents are used, consumers can easily split the box into two individual trays. For added aesthetic appeal, customers can cut a rectangular piece of paper and stick it onto the back of the separated parts. This way, from a single box, users can transform it into two sturdy storage containers, highlighting the versatility and practicality of the design.

Although not an ideal solution, the use of a magnetic lid remains essential for enhancing the product design. To compensate for this, the inner tray and main body of the box are constructed from E-flute corrugated cardboard with a thickness of 1.5mm, an environmentally friendly material that ensures strength, durability, and the box's shape retention. The cover and handle of the box are made from sturdy cardboard, adding to the overall solidity and elegance of the gift set.

   ARTWORK

Graphic art

Tomorrow Marketers - "Seeing Kinh Đô is seeing Tet" has long been a familiar message that evokes the spirit of Kinh Đô during the traditional Tet holiday. However, starting in 2024, Mondelez Kinh Đô introduced a new message: "Tết vui chuyện sum vầy" ("Joyful Tet in Togetherness"). This message focuses on the perspective of those who are far from home and cannot return for Tet, emphasizing that togetherness doesn’t always mean being physically with family. Instead, receiving and sharing affection from others is also a form of reunion.

In line with this new message, rather than using traditional Tet symbols such as lion dances, banh chung, banh tet, or apricot and peach blossoms, this year's gift box features iconic landmarks from North, Central, and South Vietnam. These symbols convey the idea that Tet is celebrated everywhere, and people from all over the country share their love and connection during this distant holiday. The lotus flower, a symbol of purity and clarity, is prominently featured, signifying Vietnam and the essence of Tet. The lotus, considered by many as the national flower, represents the spirit and identity of the Vietnamese people.

Moreover, the blend of modern structures like Landmark 81 and the Golden Bridge with culturally significant sites such as the Temple of Literature and the Notre-Dame Cathedral (a remnant of the French colonial period) symbolizes the harmony between tradition and modernity, between the past and the present, preserving heritage while embracing progress during Tet celebrations.

The primary colors of blue and yellow evoke a sense of tranquility and happiness, creating a visually soothing experience while still feeling warm and inviting.

Adding effects

The full velvet lamination offers multiple benefits: it protects the surface, resists scratches, and moisture, while its opacity enhances the main subject when combined with other effects. The smooth texture of the lamination creates the sensation of touching real lotus petals.

Partial glossy coating with a mother-of-pearl effect is not only a familiar pattern deeply rooted in our cultural heritage but also connected to the craft of mother-of-pearl inlay. The coated areas feature the intricate designs of lotus leaves and flowers, merging two symbolic images of unique craftsmanship and Vietnam’s national flower. This approach not only enhances the aesthetic value but also elevates national spirit in every product. The water-based coating material, which is solvent-free, also contributes to environmental protection. Additionally, the inline coating capability—printing and coating in a single run—helps the company save time and production costs.

Foil stamping is applied in two locations: the KINHĐO logo is embossed in gold foil, enhancing the brand's visibility and luxury without overshadowing other elements. The phrase "Tết vui chuyện Sum vầy" is also embossed in gold with a slight bronze hue to highlight the brand's slogan. The bronze gold foil prevents monotony, as most other details are adorned with the primary gold color. Furthermore, the word “Sum vầy” is particularly debossed to emphasize the brand’s message, adding depth to the design.

CUSTOMER TARGET AND MARKET NEEDS

    CUSTOMER RESEARCH (MARKETNEEDS)

The product targets customers aged 22 to 35, with an average income from Class C and above, ranging from 4,500,000 VND to 7,500,000 VND. This customer group desires to create memorable moments and warm experiences with their families by giving meaningful gifts.

   CUSTOMER TARGET

Today's consumers are increasingly interested in the shopping experience. As a result, brands are constantly innovating product packaging to attract customers' attention. Especially for gift boxes, packaging has become a means of conveying emotions and meaning, helping customers make a special impression in the hearts of recipients through designs, textures, and colors. From there, it shows that customers are increasingly interested in unique gifts, showing sophistication and personalization, instead of mass gifts.

With an optimized production process, combined with a modern semi-automatic line, each product created will not cost too much labor for the manual stage. This makes the product competitively priced, providing more options for customers.