Coca-Cola Vietnam Tet 2017

Skott L. | 12:38 AM | 0 comments



Coca-Cola Vietnam Tet 2017

Ki Saigon was commissioned to create a limited edition pack & design identity by Coca-Cola for Vietnam coveted 2017 Tet (Lunar New Year) campaign. The 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. Ki Saigon gaves a pattern characteristic to the ‘swallow’ to turn them to unique symbols.

Coca-Cola Vietnam Tet 2017
Coca-Cola Vietnam Tet 2017

There are three designs for the Tet Coca-Cola can which carried three different message:

1. Giữ vẹn niềm tin (Believe in new beginnings)
2. Đón một bắt đầu (Welcome the new)
3. Đủ đầy phú quý (Prosper).

Coca-Cola Vietnam Tet 2017

Peach and apricot flowers - the signal of a prosperous future
Fireworks - a signal of hope and a brighter tomorrow
Traditional 5 fruit plate - the offering to the ancestors for their blessing

Coca-Cola Vietnam Tet 2017
Coca-Cola Vietnam Tet 2017
Coca-Cola Vietnam Tet 2017




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