The Vietnamese New Year, also known as Tet, has been commemorated by Coca-Cola with a festive look redesign of your canned beverage.
«Tet means new beginnings«, Ki Saigon explains. “It is a time of renewal, forward thinking, and a time to instill a strong sense of belief in the good to come. We wanted our design to be a sign of that emotion.
Ki Saigonn is a Vietnamese creative agency and was in charge of creating this "pakaging" Limited edition and identity of this Coca-Cola design for their coveted 2017 Tet (Lunar New Year) campaign. The creative process began by investigating the true meaning of the festival for the Vietnamese. For them, the New Year is not simply a celebration, but a time of great cultural significance. It is a time when family members come together and instill faith in each other for a brighter tomorrow, a time to believe in a new beginning.
As we can see in the photographs that complement this article, the design is packed with small illustrations and symbols They communicate this feeling of a new beginning, while also acknowledging the cultural and traditional significance of the event.
The design strategy was based on the swallow, a unique symbol of Tet, whose arrival signals the arrival of spring and ushers in a prosperous time. "We have given a characteristic pattern to the swallow to make it a unique symbol."
As it happens, one of the main colors associated with Tet, red, is also the main color of Coca-Cola's global design line. To finish commemorating Tet, other colors related to this event, such as gold and silver, were used for illustrations and symbols.