ATy 2025 – New Year Gift Box

The “ẤTỵ 2025” Gift Box blends cultural symbols and modern design, celebrating warmth, prosperity, and sustainable growth.

[ About Concept ]

The Gift Box “ẤTỵ 2025” draws inspiration from the traditional cultural images of Vietnamese Lunar New Year (Tết). The cozy scene of a family gathering around a pot of green bánh chưng, the bustling preparation of shopping for festive treats, and the serene moments of visiting the temple to pray for peace and prosperity are all vividly brought to life.

Additionally, the lively atmosphere of the spring market, adorned with blooming apricot and peach blossoms, and the vibrant lion and dragon dances infuse the festive spirit, evoking the traditional values deeply rooted in the Vietnamese Tết celebration.

To further enhance the uniqueness of Vietnamese culture, we took inspiration from the distinctive window frames of traditional architecture to design the Gift Box and incorporate frame patterns in the Red Envelopes and Calendar.

[ Design Style ]

To convey elegance, sophistication, and the enduring essence of Tết, we adopted a minimalist design style combined with gradient effects to create a visual composition that feels soothing and healing.

We chose red as the primary tone since, in the year of “ẤTỵ,” Tỵ—the sixth Earthly Branch in the 12 Earthly Branches—is associated with the Fire element. Red is not only emblematic of the Vietnamese Lunar New Year but also a symbolic color in Eastern cultures, representing luck, warmth, and reunion during the spring festivities.

To make the red envelopes truly special, we integrated a unique user experience with Scanimation effects. When pulling the inner card of the envelope, an image of a snake crawling upwards is revealed, symbolizing sustainable growth. Tỵ is often associated with wisdom, agility, and the ability to seize opportunities.