Meow23

YEAR
2023

SECTOR
Gift Design

CLIENT
Self-Promotion

Giftset Design,
Visual Exp,
Pacakging

Meowy23 - A purrfectly unique Tet celebration! Lunar New Year 2023 is just around the corner, and it brings a festive atmosphere filled with feline graphics, music, and firecrackers. That memory sparks a light, and we've decided to explore that unforgettable feeling to create a distinctive Tet design experience - 'Meowy Pleasure'. This holiday gift package prominently features not only this year's mascot - a cat but also our gratitude to all foreign Vietnamese who are doing their best abroad. Let's celebrate this Tet in the midst of a chilly breeze, much like resilient flowers blooming in the snow. Meow!!!

As we welcome the New Year, we are tempted to break away from the typical New Year design cliches and introduce a fresh and exciting cat-themed mascot for 2023. Consequently, we recognized the resemblance between the white feline fur and the windswept flowers, along with the bird murmuration in the sky. With a bit of coding magic, we endeavored to create software to generate kitten's fur visuals and seamlessly integrated it into our design system.

The spring blossoms have been reimagined with a metallic cast effect to convey a unique aesthetic. This serves as our tribute to the dedicated efforts of individuals in overcoming challenges and celebrating Tet alone. They are true heroes deserving recognition, not just in gold, silver, or bronze, but for their accomplishments throughout the past year.

In this project, we embarked on an experiment involving white ink printing on foil paper to celebrate the remarkable courage of the champions, particularly our friends. The metallic effect served as symbolic applause for everyone's collective efforts in facing and conquering the challenges of the past year.

Our typography choices were inspired by the traditional New Year parallel verses, arranged vertically and presented in various typefaces, resembling a classic tear-off calendar. To infuse a sense of joy and humor into the message, all the festive wishes were playfully referred to as "cat words" (such as "purfect" for "perfect" and "purty" for "pretty"). This creative approach allowed us to convey our cheerful and lighthearted New Year greetings.