A contemporary approach for liqueur packaging that honors heritage while connecting joyfully with modern audiences
(CHALLENGES) Though the apricot liquor is rare and culturally rich, its emotional and design appeal had yet to be fully captured. Phung Thi needed a packaging design that could embody the charm of mountainous nature and the warmth of Vietnamese connection culture. The challenge was how to bring out the artisanal pride, layered flavors, and regional heritage while keeping the fresh, joyful, and premium vibe for a younger audience. Layơ Lab was invited to create a modern yet poetic system that weaves these messages into every touchpoint, from packaging to storytelling.
• Packaging Strategy (Concept, Direction) • Product Design (UX, Structure, Function) • Visual Identity (Graphic, Editorial) • Production (Material, Adaptation)
We created “Mơ-men”—a heartfelt packaging concept that captures time, taste, and shared emotion, turning apricot liquor into a celebration of cultural memory, poetic landscapes, and joyful connections across generations.
(BIG IDEA) Inspired by mist-filled mountain dawns, the packaging wraps the bottle in layered gradients that echo valley fog and apricot blush. Circular tribal patterns reference the joyful "ném pao" game, while subtle textile borders nod to ethnic garments. Instead of a logo-heavy box, design centers on poetic scenes and tactile linen paper, inviting touch and curiosity. The name “Mơ-men” merges “apricot” with “moment,” positioning the liquor as a catalyst for sharing stories. Every panel, foil accent, and tear line becomes a chapter, transforming a simple bottle into a sensory journey of land, craft, and connection.
Phung Thi’s packaging design evokes nostalgia and freshness through misty gradients, cultural motifs, and refined type, balancing artisanal tradition with clean modernity to appeal to both heritage lovers and new generations.
(DESIGN) The palette of earthy bronze, linen white, and pastel gradients evokes the misty charm of Vietnam’s Northwest. Inspired by tribal garments, playful embroidery motifs like bouncing circles and border lines nod to the joyful spirit of ném pao. Elegant serif typography adds a refined, readable touch, while the visuals remain soft, rhythmic, and deeply rooted in craft and connection. Designed with a smart perforation, the box splits into two reusable trays for serving dried fruits or snacks that are perfect with apricot liquor. Bronze foil accents and linen-textured paper elevate the tactile experience while promoting sustainability. More than just packaging, it’s a shared ritual of joy and mindful celebration.
(Key features)
• Northwest Landscapes Gradient Color • Embroidery-Inspired 'Pao' Pattern • Elegant Typography & Rhythmic Layout • Tear-off Structure and Bronze Foil
After working together for three years, Chloe finds collaborating with Layơ incredibly effortless. We place our full trust in Layơ Lab for their strong expertise, creative thinking, and thoughtful dedication, no matter the size of the project.
