Nescafe Tet 2022

In short

Wishes for the New 'normal' Year.

Client

Nescafé

Agency

Saatchi & Saatchi VN

Packaging concepts for Nescafé Tet (Vietnamese's Lunar New Year) special edition. Despite receiving positive feedbacks, the client did not go with my directions since it was the year of the tiger and Covid has just passed, so they preferred something more fierce, represents strong energy and has tiger's image inside.

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This project was done for 2022 New year, which was the year after Covid ended. The previous years has been difficult for everyone. However, it makes us cherish the little things in life and hope for a new year full of happiness and surprises. With Nescafé x LU Giftset, we celebrate a new year like no other, where wishes for a normal life can come true, and people can come together no matter where they are.

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The main artwork represents people’s wishes for the new ‘normal’ year. It’s the wish to be somewhere, the wish to do something new, the wish to be home, the wish to be with someone they love.

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The design elements are inspired by the flavours of Nescafé Barista series (Caramel, Chocolate, Hazelnut, Almond, Coconut) and the shapes of Lu cookies.

No items found.

The second direction focuses more on the brand elements, making them dominant. The idea is about the taste of Nescafé combined with Lu cookies can bring Tet to everywhere around cities, and unifying people together for the holidays.

No items found.

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Graduated with Digital Media Degree, and over 6 years of experience working for different agencies ranging from newspaper, branding, to advertising, I'm enthusiastic in designing brand identity, packaging and advertising.

Based in Singapore, currently open for hire/freelance projects.

Experiences

2024-2026: Senior Brand Designer @ Tangible (SG)

2020-2023: Senior Designer @ Publicis Groupe (VN)

2018-2020: Senior Designer @ Soyon Agency (VN)

2017-2018: Senior Designer @ RIO Agency (VN)

2016-2017: Designer @ VietNews (AUS)

2016: Contract Designer @ TRUCE Films (AUS)

2015: Intern @ Blick Creative (AUS)

Education

2012-2016: Bachelor of Design @ RMIT University