If you recall, I have stressed the importance of packaging and how crucial it is to actually have your product projecting its voice well over your competitors. And, that cannot be achieved through creative mediocrity nor bad judgement on marketing foresight. In this festive occasion, the chinese believed a lot in prosperity, the idea of gifting and staying auspicious becomes integral in the chinese custom. Understanding geographical cultures is also an imperative process in branding. Coca-Cola, has created gorgeous looking packing this new year with interesting can design and carton packaging. In Vietnam, Tết (Lunar New Year), is where Coke is widely consumed. Simply because of the overtly well received ‘red’ symbolizes prosperity, Coke is one of the most preferred drink. This packaging design by Vietnamese design agency Rice Creative, made use of heritage Coca-Cola as the basis of their design. Leveraging on red as the foundation of design, the agency created swallows that were hand illustrated. The result was an amazingly crafted graphic work: ‘The Swallow Bird’, which is what you see in the design, a symbolic meaning of the Tết icon, while An meaning peace, Tài meaning success and Lộc meaning prosperity. Very nice.
Zack Chia 