Developed for Huda's 2018 Tết campaign, the packaging reimagines the iconic landmarks of Central Vietnam as a bold graphic language that celebrates regional pride and cultural identity. Rather than relying on traditional festive motifs, the identity draws on the region's geography, culture, and shared memories, transforming each package into a tribute to the place Huda proudly calls home.
The Challenge
Create a Tết packaging system that celebrates Central Vietnam while reinforcing Huda's long-standing position as a brand deeply connected to the region and its people.
The Solution
A collection of stylised illustrations draws inspiration from Central Vietnam's iconic landmarks and cultural references, uniting them into a vibrant graphic system. Applied across the packaging, the design expresses regional pride through a contemporary visual language that feels celebratory, distinctive, and unmistakably Huda.
