Work — Pernod Ricard · BFS Studio, Ho Chi Minh City
Chivas Regal— Bảo Ngọc Vạn Hoa
THE BRIEF
Tết is the largest gifting moment for premium spirits in Vietnam, and that week the shelf is a wall of red and gold. Chivas Regal needed six expressions — 12, Extra 13, XV, 18 Gold Signature, 18 Blue Signature and 18 Mizunara — to read as one family and still be told apart at arm’s length. The global brief said gemstone, and a gemstone on its own would have produced six unrelated boxes.
WHAT WE DID
So we looked through the stone rather than at it. A kaleidoscope takes loose fragments and, by symmetry alone, resolves them into one whole — which let us fix the construction across the range and change only the stone, chosen from the cask rather than for decoration. For Blue Signature, an expression made specifically for Vietnam, we drew the medallion from the Lý Dynasty lotus and rotated a single petal into a gemstone. Two consecutive Tết seasons shipped on the system.
OUTCOME
Delivered as a six-SKU Tết range across two seasons, with one construction fixed and only the gemstone artwork changing between tiers.
THE WORK
- Gold · 70%#C9A227
- Gunmetal · 20%#2B2E33
- Ruby#E12A05
- Emerald#067012
- Topaz#A76810
- Sapphire#0D179C
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