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Part 1: Barona and their products.

Overview.

Barona is a brand under the Nam Phuong Group with over 20 years of experience in the seasoning and food industry. Their vision is to become one of the leading seasoning and food corporations in Vietnam.

Products.

Barona has four prominent product lines: Complete Seasoning Sauces, Complete Broth, Fish Sauce, and Other Seasonings.

Part 2: Consumer Research.

Research Method: Qualitative research based on available survey data.

Advantages.

1. Consumers increase spending on Tet shopping, especially gift sets.
2. High demand for seasoning products.
3. The trend of seeking safe and healthy products.

Disadvantages.

1. High competition in the domestic production market. 

Solutions.

1. Eye-catching packaging with creative and meaningful concepts, rich in cultural essence.
2. Launch activities and contests to increase interaction with consumers.
3. Products suitable for display at traditional channels and ensuring safe transportation for online channels.

Part 3: Design Proposal.

The Story of "Four Generations Under One Roof - Gathering Love"

For a long time, multi-generational families have been known through the idiom "Tứ Đại Đồng Đường” (Four generations under one roof) or “Tam Đại Đồng Đường” (Three generations under one roof,) which has become a traditional value in Vietnamese family culture. It is the beauty of family manners, and harmonious living between generations in the family. The older generation always educates members about morality, the spirit of mutual love, close blood ties, solidarity, orientation towards the origin, love for the homeland, and ancestors.

Following the development of society, other family forms with smaller scales have increased, but this does not negate, instead, it diversifies the values of "Tứ Đại Đồng Đường." Especially during Tet, young nuclear families return to their hometowns to gather with their parents, ready for delicious family meals.

Inspired by this story, Barona's Tet 2025 gift set conveys the value of Vietnamese family culture, a beautiful concept of togetherness. The gift is carefully selected from Barona's most beloved products, and divided into four groups corresponding to each generation:

1. First Generation (For Great-grandparents) - Traditional, rich flavor: Premium fish sauce Vị Xưa 40 degrees of salt.
2. Second Generation (For Grandparents) - Familiar, heartwarming dishes: including 3 Complete Broth packages: Beef Pho, Chicken Pho, and Crab Roe Hot Pot.
3. Third Generation (For Parents) - Everyday meals: including 8 packages of Complete Seasoning Sauces: Braised pork, Fish/Meat braised, Beef stew/Burgundy sauce, Sweet and sour stir-fried ribs, Fish sauce fried chicken, Grilled marinated pork, Lemongrass grilled meat, BBQ grilled.
4. Fourth Generation (For Children) - Young and new experiences: including 3 packages of Complete Broth: Thai Hot Pot, Kimchi Hot Pot, and Spicy Sour Hot Pot.
5. In addition, there are Bonus gifts including Lucky money envelopes, Tet greeting cards, and Polaroid photo frames.

Design Direction.

The design inherits the image and atmosphere of the "Tứ Đại Đồng Đường" family living in ancient houses with old eaves, steps, traditional tiles... During Tet, everyone is busy preparing their work so that the whole family can celebrate Tet: mother buys new clothes, grandmother prepares Bánh Chưng, grandchildren play and are engrossed in new books...

Balanced layouts of graphic elements such as colors, patterns, and typography evoke memories of family stories when we were young. Those peaceful and happy feelings bring us back to our homeland, where we prepared to celebrate Tet with our family.

Packaging Design: See details in the file.

Functions.

1. Record beautiful images of four generations using the Polaroid photo frame.
2. Utilize the lid of the box as a whole family photo frame.
3. Give lucky money and Barona greeting cards to spread love.
4. Reuse packaging boxes for other purposes.

Part 4: Design Evaluation: See details in the file.

Part 5: Customer touchpoints and sales promotion activities.

1. Photography Contest “Flex gia đình Tứ Đại, nhận quà Tết Ất Tỵ” (Flex Four-Generation Family, Receive Tet Ất Tỵ Gifts).
2. The message of protecting the environment, towards "Net Zero" by extending the product lifecycle.
3. Convey and spread the cultural values of "Tứ Đại Đồng Đường" and Vietnamese families.