Phung Thi’s apricot liquor celebrates rare Northwest fruits flavour, crafted for joyful sipping and meaningful human connection.
(INTRO)
Picture yourself in a landscape where lush green mountains meet a mystical sky, wrapped in gentle mist. The packaging of Phung Thi's Apricot Craft Liquor captures this serene scene, using blended colors and gradients inspired by nature’s elusive beauty. The liquor also reflects the heartfelt dedication of local artisans who handcraft each bottle. It embodies the spirit and heritage of Vietnam’s mountainous regions. Traditional patterns from indigenous textiles and imagery of the “ném pao” ceremony add cultural depth and celebrate the country’s rich identity.
• Purpose and Vision • Positioning Statement • Audience Personas • Core Values & Behaviors
(STRATEGY)
Blending cultural symbolism and modern aesthetics, the packaging design tells a heartfelt story through visuals.
Drawing inspiration from mountainous landscapes, the color palette creates a delicate gradient effect that captures the essence of mist and smoke. The design patterns take inspiration from the intricate border patterns found on traditional garments of Vietnam's ethnic groups. The circular motifs bouncing around the packaging, reminiscent of the "ném pao" ceremony, symbolize love and human connection, evoking joyful imagery and reflecting the vibrant Vietnamese lifestyle. The carefully chosen typography, featuring an elegant serif typeface, adds a touch of sophistication and refinement to the packaging. Combined with the color gradient layers, it creates a modern visual aesthetic. This design approach not only facilitates easy comprehension of the content but also makes the packaging contemporary and engaging.
(visual)
