Discipline
Strategy
Packaging
Communication
Project team
Linh Phan
Nghi Huynh
Thanh Binh
Quynh Ai
Khoa Huynh
Jei Nguyen
Thanh Ngoc
Khanh Linh
Photography
FPDB Creative
After the chaos of the past, the Lunar New Year brings a time of tender reunion, filled with memories, fortune, and love. To celebrate this long-awaited homecoming, xolve has crafted “Xuân Phùng” (Spring of Reunion), a gift box embodying the five blessings of wealth, status, longevity, health, and peace.
While the festive season is fleeting, the joy it brings can linger through the evocative power of scent. xolve, leveraging the strong connection between fragrance and memory, has chosen scented candles to infuse homes with the warmth and happiness of spring gatherings, a departure from traditional edible gifts.
In collaboration with ye(o)ubi, we’ve developed five distinct springtime aromas: fruity for juicy refreshment, floral for the eternally blooming, citrus for the zesty air of new beginnings, aquatic for the blend of ocean and earth, and green for the lushness of nature.
xolve has further enhanced the “Xuân Phùng” experience by incorporating the year’s zodiac animal, the tiger. Minimalist drawings on the candle labels, inspired by the “Tranh Ngũ Hổ” folklore, feature five tigers corresponding to each scent, symbolizing protection and the potency of each virtue. This balance is complemented by abstract representations of iconic Vietnamese landscapes, from terraced fields to majestic mountains and breathtaking coastlines.
To complete the experience, a matchbox and a set of “red envelopes” (bao lì xì) are nestled within a small drawer. The intricate messages on each envelope, created through stamping and printing techniques, add a touch of elegance and tradition.
“Xuân Phùng” is not just a gift box; it’s a sensory experience designed to evoke the warmth and joy of reunion. By blending traditional elements with contemporary design, xolve aimed to create a new way to celebrate the Lunar New Year. This project serves as a testament to purposeful design, demonstrating how a brand can connect with its audience on a deeper, more meaningful level.
