My Viet Specialty Coffee

Capturing the Essence of Vietnamese Coffee Culture

This unique coffee packaging design draws inspiration from the traditional ethnic costume of the Ede girl, who is depicted carrying a plaited basket and hand-harvesting the freshest and most flavorful coffee beans. The incorporation of the Ede girl not only adds a touch of authenticity to the product but also showcases the specialty of My Viet Specialty Coffee, setting it apart from other brands in the market.

The packaging itself is a work of art, produced using Art Board paper and adorned with golden foil accents on key elements such as the brand name, product name, and illustrations. The dimensions of the pack measure 150mm in width, 100mm in depth, and 250mm in height, providing ample space to showcase the captivating design.

One of the main challenges faced during the design process was finding the right pattern for the Ede ethnic minority. With over 50 different ethnic groups in Vietnam, each with their unique costumes, it required extensive research and analysis to accurately represent the Ede girl's traditional attire.

The design team, led by Art Director Ho Ngoc My Tien, worked diligently to create a packaging that seamlessly blends traditional and modern aesthetics. The simple illustration style chosen for the Ede girl's depiction strikes a balance between preserving the cultural heritage and appealing to a contemporary audience.

My Viet Specialty Coffee packaging project commenced in December 2018 in Ho Chi Minh City, Vietnam, and was completed in March 2019. The design team conducted thorough research on the Ede people, their way of life, traditional costumes, and coffee harvesting practices. Field trips to Buon Ma Thuot provided valuable insights and photographic references.

This exceptional packaging design has been recognized for its creativity and ingenuity. It was awarded the Bronze A' Design Award in the Packaging Design category in 2020. This prestigious accolade is bestowed upon designs that demonstrate outstanding technical and creative skills, contributing to improvements in quality of life.