Work — Pernod Ricard · BFS Studio, Ho Chi Minh City
Royal Salute— A Palace, Folded Flat
THE BRIEF
Tết packaging in Vietnam has a default vocabulary — red, gold, blossom, zodiac animal — and a brand born from a coronation cannot arrive dressed like everyone else without losing exactly what it sells. On top of that, two expressions had to be told apart instantly on a shelf, at a glance, without either one looking like the lesser version of the other.
WHAT WE DID
So we did not start from Tết. We started from the building: British royal architecture already carries every code the brand needs, and each member of it was transcribed onto the panel — gate finial to the apex, wrought scrollwork to the shoulders, the twenty-one gun salute to the base, cornice moulding to the running border, state-room pilaster to the vertical edges. Tier is then carried by proportion rather than decoration: RS24 gets a taller frame and a gold podium, RS21 stays in blue. The same construction carried Tết 2022 and Tết 2023 without redrawing it.
OUTCOME
Delivered across two Tết seasons, 2022 and 2023, in two tiers — the RS21 pack and the Regalia route — from one architectural idea.
THE WORK
- Cream#F1ECE0
- Royal navy#0B1A38
- Ink#08122A
- Gold#B4954F
- Gold light#D9C48A
- Imperial red#5E121F
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