Work — Pernod Ricard · BFS Studio, Ho Chi Minh City
Imperial Blue— Năm Dần
THE BRIEF
A limited edition Tết carton for Seagram’s Imperial Blue in the Year of the Tiger. The zodiac animal is the most predictable move available at Tết, and the shelf that week is full of them — so the tiger had to arrive as something other than a picture of a tiger.
WHAT WE DID
We drew it as heraldry instead: a symmetrical pair flanking the Imperial Blue crest, closer to a coat of arms than a zodiac illustration. The pattern is a field of gold-outlined tigers with exactly one filled in red, so the eye finds a focal point without the pack shouting. Embroidery on silk gave the whole thing its material, and the same lockup carried across carton, POSM, key visuals and the launch campaign.
OUTCOME
Produced for Tết 2022 as a single mainstream carton, designed so a row of them on shelf reads as one continuous scene.
THE WORK
NEXT PROJECT
