Design Case Study | Alex Dang’s design for Phung Thi

August 21, 2023

The harmonious interplay of climate, natural resources, and people creates distinct flavors in every region’s cuisine, often celebrated as local specialties. Holding steadfast to a passion for indigenous culture, Phung Thi stands as a contemporary marketplace where Vietnamese quality, visually appealing, and safe gifts are offered to consumers.

Tell us a bit about the brand – its heritage, its story, its markets – and the brief for this project. How does the design express the brand’s values? What inspired the design?

Vibrant and diverse, the Phung Thi market is a place where we bring you high-quality, visually appealing, and safe Vietnamese gifts, brimming with positive emotions. Here, you will experience the familiar rhythm becoming even more intriguing as stacks of gently arranged goods and vivid hues interweave with the lively laughter of the early morning market.

Phung Thi’s standout product is the “Apricot Craft Liquor,” crafted from apricots harvested from 30-year-old trees in the Northwest’s elevated plateaus, celebrated for their rare and exceptional taste. Over a meticulous two-year fermentation, this liquor evolves into a unique and intricate flavor profile. It boasts a fragrant, velvety character, with a delicate sweet aftertaste complemented by a subtle hint of tartness, distinguishing it from other spirits. Our product’s packaging and taste embody a spirit of joy and positivity. Rather than promoting intoxication, this liquor is designed for savouring, fostering connections among individuals.

What is innovative or unusual about the pack?

Imagine immersing yourself in a captivating landscape, where lush green mountains meet a mystical sky, enveloped by a gentle mist and fog. The packaging of Phung Thi’s Apricot Craft Liquor captures the allure of this enchanting scene, unveiling nature’s elusive charm. It presents a delightful fusion of colours and gradients, drawing inspiration from the breath-taking panorama that shaped its creation. Reflecting the natural beauty of mountainous vistas, the colour scheme orchestrates a subtle gradient reminiscent of mist and smoke, invoking a spellbinding and organic sensation.

Moreover, this liquor embodies the devoted craftsmanship of local artisans who meticulously handcraft each bottle. It encapsulates the essence and cultural legacy of the highland terrain, proudly displaying Vietnam’s distinct identity. Design motifs take cues from the cultural wealth of Vietnam’s mountain-dwelling ethnic groups, notably the intricate border patterns adorning traditional attire. Circular patterns adorning the packaging, reminiscent of the “ném pao” ceremony, symbolize love and human bonds, conjuring joyful imagery and mirroring the vivacious Vietnamese way of life.

The meticulously chosen typography, featuring an elegant serif font, adds an element of refinement and sophistication to the packaging. Coupled with the layers of gradient hues, it forges a contemporary visual aesthetic. This design approach not only ensures easy comprehension of the content but also renders the packaging modern and captivating.

What technical challenges did you need to overcome to manufacture this pack?

In a tribute to traditional craftsmanship, we’ve opted for linen paper as the canvas for our liquor packaging. The unique gradient effect, meticulously achieved through high-quality digital printing on delicate linen patterns, unveils a captivating and unexpected visual journey. The packaging’s intricate patterns and textual content are artfully embossed in bronze foil, harmonizing perfectly with the wine’s hue. This seamless fusion radiates an aura of elegance while retaining a modern and fresh allure.

Elevating the unboxing experience, we’ve integrated the “perforation” technique at the convergence of the gradient layers, accompanied by subtle bronze foil embossing to captivate attention. By gently tearing the perforated section, the wine box gracefully splits into two halves, each capable of accommodating snacks alongside your wine. This approach champions sustainability and offers a versatile user experience.

Furthermore, the inner wine bottle itself showcases a captivating design, inviting repurposing after savouring its contents, thus further diminishing environmental impact.

What reactions have you had from consumers?

According to Phung Thi’s sharing, packaging design plays a significant role in product launches, attracting attention, and setting trends on social media. Displaying products in stores also enhances their visual appeal and competitive edge against other products, contributing to brand recognition for Phung Thi and boosting product revenue. Additionally, the product’s recognition through numerous user shares on Facebook and Instagram makes it popular and increases sales. Beyond enjoying the design and flavor of the liquor, customers also share it as gifts for friends and family and enjoy purchasing it for themselves on special occasions. As a result, they eagerly anticipate and look forward to Phung Thi’s upcoming products.

Design Agency: Alex Dang

Product: Apricot Craft Liquor

Brand Owner: Phung Thi

Launch Location: Vietnam

Launch Date: 01/08/2022

Pack manufacturers: Phung Thi