Coca-Cola Tet Cans Like Never Done Before.
We were commissioned to create a limited-edition pack & design identity by Coca-Cola for their coveted 2017 Tet (Lunar New Year) campaign.
Our creative process began by researching the real meaning of the festival for millions of Vietnamese.
New Years for Vietnamese is just not a celebration, but a moment of great cultural significance.
It is a time family members gather and instill faith in each other for a brighter tomorrow: Đón một bắt đầu, ‘a time to believe in a new beginning.’
The design strategy was bought to life by the ‘swallow’ — a unique symbol of Tet & bringer of a hope, whose arrival signals springtime & marks the prosperous beginning.
We gave a pattern characteristic to the ‘swallow’ to turn them to unique symbols.
Each of our patterns is artistic interpretations of symbols that Vietnamese associate with new beginnings.
The design language was conceived for 3 distinct Tet messages that bring the idea to life:
Đón một bắt đầu—Welcome the new.
with Fireworks symbols—a signal of hope and a brighter tomorrow.
Giữ vẹn niềm tin—Believe in new beginnings.
with Peach and apricot flowers patterns—the signal of a prosperous future.
Đủ đầy phú quý —Prosper.
With Traditional 5 fruit plate pattern—the offering to the ancestors for their blessing.
Specially created patterns were adorned by metallic printing on the swallow to give them depth and richness.
The printing process across the Coca-Cola cans was modeled and customized to reach the desired effect.