Chưng Tươi Kinh Kỳ Premium Rice Cake Packaging Design – Bridging Cultural Heritage & Strategic Commercial Packaging
Creative Context & Design Inspiration
Inspired by the legend of Bánh Chưng – Bánh Giầy, a foundational tale deeply rooted in Vietnam’s early history and national identity, Lucky Brand Associates developed the packaging concept for Chưng Tươi Kinh Kỳ as a visual storytelling journey that reinterprets heritage through a contemporary design lens.

The legend of Prince Lang Liêu is not only a tribute to filial piety but also a reflection of profound cultural wisdom—honoring rice as the essential sustenance of humankind. In this spirit, the packaging is not merely a container, but a visual narrative, enriching the cultural meaning and emotional resonance of a traditional Tet gift.

Design Concept
We approached this packaging project with the creative direction:
“A Heritage Passed On – A Craft Perfectly Wrapped”
The entire design system is crafted as a layered visual ecosystem, retelling the journey of Lang Liêu creating and presenting his rice cake to the Hung King. From ingredient selection to the wrapping process and ceremonial offering, the story unfolds through a folk-art inspired illustration style using visual storytelling techniques.

The entire artwork recreates the authentic process of making the traditional bánh chưng, highlighting Lang Liêu’s meticulous preparation—from sourcing ingredients and hand-wrapping the cake to its final presentation. This storytelling layer conveys more than just historical reference: it positions Chưng Tươi Kinh Kỳ by Hoa Lan Foods as a premium delicacy, crafted from carefully selected regional ingredients, intricate preparation methods, and modern food processing technology—an expression of care and cultural pride in every bite.

The illustrative style draws inspiration from traditional Vietnamese folk art, blended with a rustic yet strategic graphic language to establish a distinct brand identity that stands apart from conventional seasonal packaging.

Commercial Packaging Strategy
Structure & Material Design
The packaging is constructed from premium rigid box materials, featuring a unique trapezoidal structure that enhances shelf presence and delivers a refined unboxing experience. Inside, the box holds a neatly organized set of five rice cakes, optimizing both space and consumer interaction.

This structure is developed under the strategic approach of “nested packaging”—a flexible solution that enables businesses to:
• Optimize packaging and logistics costs
• Sell multiple units within one cohesive package
• Easily adapt to various product sets without changing the core packaging system
• The box is meticulously engineered to ensure durability during transport while maintaining a high-end display quality for retail or festive gifting purposes.

Visual Language & Color Palette
The entire artwork is rendered in hand-drawn style, using a warm, nostalgic palette inspired by Tet traditions—featuring leaf green (lá dong), deep vermilion red, and gold foil accents. Key visual elements such as the ceremonial offering tray, cake-wrapping scenes, and Lang Liêu by the fire are thoughtfully composed to create narrative depth and emphasize themes of gratitude and reverence.

Brand Positioning & Messaging
Chưng Tươi Kinh Kỳ is positioned as a high-end Tet gift, targeting both corporate clients and discerning individuals who seek meaningful, culturally resonant offerings. The packaging becomes a medium of emotional connection—where the giver conveys respect, and the recipient experiences heritage through refined design.
This packaging design is not simply a visual artwork, but a holistic solution that combines brand strategy, commercial application, and cultural storytelling.

It reflects how Lucky Brand Associates approaches design—not just for aesthetic appeal, but to craft soulful narratives, turning each packaging product into a vessel for Vietnamese heritage to be shared, celebrated, and passed on during the Lunar New Year.