Xuân khúc

Branding Packaging and Illustration

Xuân khúc – Traditional folk art in Contemporary Vietnamese Candy Packaging

Xuân Khúc is a special gift set of four traditional dried candied fruits, only prepared to celebrate ‘Tet’ – Vietnamese Lunar New Year. Our mission is to revive Tet traditions while modernizing its cultural values and ensure the high efficiency and functions of the food packaging. The concept is inspired by “Tố Nữ” – the famous painting of Hàng Trống traditional folk art, which represents the charisma of Vietnamese women and the beauty of spring. All candied fruits are also picked based on the sounds they make while being consumed, that match perfectly with the musical instruments of four “Tố Nữ” ladies. “Xuân Khúc” presents the happiness and pleasures in the first days of spring, when people share reunions with family and enjoy dried candied fruits with wonderful music and pretty blossoms. 

During the first stage of ideation, we conducted qualitative research, explored different approaches and experiments to come up with the original ideas that deliver the traditional Tet heritages. The main inspiration comes from the Art Deco movement of the 1920s – 1930s, especially from its minimal and geometric abstract illustrations. This design decision adds a new elegance and high-class look to a Vietnam traditional product and upgrades it to a modern and globally accessible level. 


  • Creative & Art Direction