B&A Communications - Article by
- Jermaine Dela Cruz
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- Agency: B&A Communications
- Client: Mật Mã Gift Set
- Category: Packaging Design — Gift
- Location: Hanoi, Vietnam
- Project Brief: Create gift packaging that celebrates Vietnamese culture, seasonal traditions, and the spirit of the Lunar New Year through storytelling.
A gift packaging should ask the recipient to slow down and discover what's inside, not just tear through it. B&A Communications' design for Mật Mã turns a Vietnamese New Year set into a puzzle, with components that piece a story together over time.
The name pairs "mật" (honey) with "mã" (code), so the unboxing reads as a coded discovery rather than a quick reveal. Four vase-shaped structures stand in for the seasons, paired with 12 red envelopes, postcards, maps and clues that the recipient assembles gradually.
The vases handle most of the visual work. Each one runs in a saturated color, including coral, ochre, lavender, and teal, with metallic foil dot patterns scattered across the surfaces like pixelated petals.
Cardboard cutouts, woven cords, and small horse-shaped tags fill out the kit and mark the Year of the Horse without leaning on a literal mascot. B&A built the kind of gift packaging that earns shelf life, turning a seasonal product into something the recipient actually keeps.
