Bud Tet

Gifting behaviour runs deep in Vietnamese culture when it comes to lunar new year (Tet), to strengthen bonds and demonstrate appreciation with business partners or to show gratitude to family members. A beautifully designed packaging from a premium international brand would address their needs in this special occasion.

The Challenge

In recent years, Budweiser’s inconsistency in leveraging its distinctive red colour and Tet/festive icons has undermined the brand’s trendy and international image.

The solution

2024 is the year of the dragon, a very auspicious, powerful and deep-rooted mythical creature in Vietnamese culture. A modern dragon was crafted to integrate with the iconic Budweiser brand elements. Touches of Budweiser were added in the form of the bow tie symbol to create the dragon scales and the firework motif in the background.