‘All Good Springs’ is the Lucky Envelope Collection with my intention of refreshing the cheerful traditional atmosphere of Vietnam’s Tet holiday. In these overwhelming end-of-year days, I explore the peaceful and amusing spring mood within my home to illustrate the typical and familiar Tet image. The initial inspiration sparks from a familiar scene of Bat Trang ceramic flower vases with the light filtered by bamboo blinds, evoking a nostalgic yet delightful holiday spirit.
Staying away from the usual Tet animal mascots, I decide to invite people’s attention and concern to the fundamental of spring – nature. Arriving from folk paintings, the concept of four prosperity trees – “Tùng Cúc Trúc Mai” (pine, daisy, bamboo, and apricot blossoms) is reproduced in a minimal and symbolic aesthetic while pairing with fresh and colorful tints. The familiar vases in your home this year are no more filled with flowers but “luck – the money” that is ready to deliver to your beloved ones.
In order to renovate the common red envelopes, the cut-out structure of the envelope not only expresses the elegant curvy shape but also the inside greeting card, while still covering the lucky money behind. This design breaks the ordinary form of normal lucky envelopes and fully exhibits the main concept of Bat Trang ceramic vases. Moreover, the patterns of both outer and inner components promote the continuous yet illusory effect that engages more excitement.
To promote the idea of happiness and prosperity, I select the three most appropriate words to describe this Lunar New Year: Tết (Spring) – Tốt (Good) – Tất (All). The wordplay from the key message ‘Tết Tốt Tất – All Good Springs’ depicts the best of luck and happiness in Tet Holiday, recapturing the Vietnamese custom of wishing New Year greetings and giving lucky money. This project also determines my belief in this New Year’s good fortune, prosperity, and health awaiting everyone after the previous catastrophic year.
- Agency/Creative: Alex Dang
- Article Title: All Good Springs Lucky Envelope Collection Designed by Alex Dang
- Organisation/Entity: Freelance, Published Self Promotional Design
- Project Type: Packaging
- Agency/Creative Country: Vietnam
- Market Region: Asia
- Project Deliverables: Graphic Design, Packaging Design, Research
- Format: Pouch
- Substrate: Pulp Paper