Coca-Cola Tet 2014
Soft drink packaging
The inspiration for the design came from the thousands of Tết decorations & Tết wishes we find all around the country. The typography is inspired by traditional calligraphy as well as Coca-Cola's Spencerian script.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
To create a series of Coca-Cola cans which spread millions of Tết wishes nation wide. We utilized Coca-cola's Tết symbol (the Swallow Bird) as the device to form these wishes. For each can, hundreds of hand-drawn swallows were crafted and carefully arranged around a custom script, which together form a series of meaningful Vietnamese wishes.
"An", means Peace.
"Tài" means Success,
"Lộc" means Prosperity.
These words are widely exchanged throughout the holiday, and traditionally adorn Tết decorations.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The project started in April 2013 and finished in July 2013, the cans were released in October 2013 for everyone to start buying for the Lunar New Year.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
Coke, Can, Coca-Cola, Swallows, Birds, Tet, Holiday, Soft Drink, Wishes
Tết (Lunar New Year), is the most celebrated holiday in Vietnam. It's a time for sharing good fortune, happiness and new years wishes with family and friends. Coca-cola is widely consumed during this festive season.
BRIEF / OBJECTIVE
Spread happiness and Tết appreciation with Coca-Cola.
TEAM MEMBERS (6) :
Creative Director Chi-An De Leo, Creative Director Joshua Breidenbach, Designer Dinh Thi Thuy Truc, Designer Huynh Tran Khanh Nguyen, Designer Nguyen Phu Hai and Producer Mai Ngoc Que Lan
Image #1 : Photographer Wing Chan, Coca-Cola Tet, 2014.
Image #2 : Photographer Wing Chan, Coca-Cola Tet, 2014.
Image #3 : Photographer Wing Chan, Coca-Cola Tet, 2014.
Image #4 : Photographer Wing Chan, Coca-Cola Tet, 2014.
Image #5 : Photographer Joshua Breidenbach, Coca-Cola Tet, 2014.