Work — Casella Family Brands · BFS Studio, Ho Chi Minh City
[ yellow tail ]— Tết 2026
THE BRIEF
[ yellow tail ] owns two things and almost nothing else: the ’Roo and the Hop, plus the square brackets its name sits inside. A Tết 2026 gift carton had to feel like a Vietnamese new-year wish without borrowing the usual red-and-blossom vocabulary, and without inventing an asset the brand does not own.
WHAT WE DID
The logo is a name held inside brackets, so we opened them and let four Vietnamese wishes fill the blank, each closed by the same word — HƠN, “more”. The brand’s own punctuation became the wish machine. Then the Hop stopped being a mark and became architecture: one continuous arc crossing all four faces, so a row of cartons on a shelf reads as a single wave.
OUTCOME
Delivered as the Tết 2026 gift carton for the Vietnam market, built from the brand’s own bracket punctuation instead of seasonal ornament.
THE WORK
NEXT PROJECT
