Brandex Lunar New Year Gift Set

Derrick Lin


Company: Brandex
Creative Direction: Nguyễn Công Tùng
Concept: Nguyễn Duy Đức
Illustration: Nguyễn Bích Lan
Designers: Nguyễn Công Tùng, Nguyễn Duy Đức, Nguyễn Xuân Quang
Photographer: Phương Minh Tiến
Production: Nguyễn Hùng Cường
Project Type: Produced, Commercial Work
Location: Vietnam
Packaging Contents: Lunar new year gift set
Packaging Substrate / Materials: Paper
Printing Process: Digital printing, Foil stamping

Our Brandex team is eager to create something meaningful and original for a long time. The chance finally came when we all agreed to craft a little surprise to honor ours beloved clients, partners and friends this Tết holiday. 2019 is the year of the Golden Pig and it’s known to be and good year which brings you fortune and wealth. So, why Tam cuc?

Why Tam cuc?
After a few sessions of brainstorming, we went with the idea of Tam cuc. Tam cuc isn’t popular among people anymore. Most of the young generation nowadays have no clue what it is. That is why we want to preserve it and call back some good old memory by mixing a traditional card game with a twist of the modern look. Bringing you the excitement to watch and to play.

Inpired by “Thư Pháp”, we created an unique and authentic typeface, so that the cards could keep the traditional feeling. “Thư Pháp” is an adaptation of Latin alphabet letters written by brush in a calligraphy way, not to be confused with the Chinese’s or Japanese’s Kanji.

Graphic and Colors
All graphic elements and patterns are based on traditional motives. We also replaced the characters on the cards with cute and funny looking pigs. The colors are reflecting the neon lights on the streets of Hanoi every “30 Tết”, the fist day of Lunar new year.