Creative Agency: Ki Saigon
Project Type: Produced, Commercial Work
Packaging Content: Soft drink, Coke
Believe in a new beginning
Ki Saigon was 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 (Đoàn tụ) 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 spring time & marks the prosperous beginning. We gave a pattern characteristic to the ‘swallow’ to turn them to unique symbols.