Xuân Khúc is a gift set of four traditional dried candied fruits, only prepared to celebrate ‘Tet’ – Vietnamese Lunar New Year. The concept is inspired by “Tố Nữ” the famous painting of Hàng Trống traditional folk art, which represents the charisma of Vietnamese women and the beauty of spring. “Xuân Khúc” presents the happiness and pleasures in the first days of spring, when people share reunions with family and enjoy dried candied fruits with wonderful music and pretty blossoms. The main inspiration comes from the Art Deco, especially from its minimal and geometric abstract illustrations. This design decision adds a new elegance and high-class look to a Vietnam traditional product and upgrades it to a modern look.
Design agency: Bratus Agency
Art direction / concept : Jimmi Tuan
Illustration: Trang Pham
Graphic designer: Si Tran, Alex Dang, Nguyen X-Hoang
Photography, showcase: Si Tran