In the context where every Lunar New Year is marked by the “familiar refrain” of vibrant red and traditional patterns, AN – Orion Tet Giftbox 2025 is an effort to revive timeless values with a fresh breath: “Minimalism honoring modernity, abundance nurturing tradition.”
When tradition is told in a modern language: refreshing the familiar spirit of Tet without losing its identity. Preserving the warmth of old memories while ensuring modern aesthetics and strong market appeal.
Inspired by the concept of “peace” – the heartfelt wish Vietnamese people exchange each spring – the creative team at MONSTIO developed a design system built around a central symmetry, symbolizing reunion and togetherness.
Against a dominant red background – the color of luck and prosperity – lies the interplay of Tet symbols from all three regions of Vietnam (North – Central – South) alongside folk elements such as braised pork, pickled onions, red couplets, green bánh chưng, the Tet pole, and firecrackers. Each detail is rendered in a minimalist, modern style yet still evokes familiar memories – turning the packaging into not just a gift, but a miniature cultural snapshot of the Vietnamese Lunar New Year.
AN is proof that a creative idea can fully convey the Tet spirit. A simple design, yet powerful enough to tell the Tet story in a fresh way – deep, meaningful, and naturally touching customers’ emotions.
Client: Orion Vietnam
Agency: Monstio Studio
• Art Director: Hai Ho
• Project Manager: Tu Lieu
• Draft Illustration: Truc Nhi Hoang, Joe Huynh, Thuy Phan
• Final Artwork: Thuy Phan, Joe Huynh
• Layout Design: Phy Anh
