Phùng Ân Heritage

We often celebrate Tết (Lunar New Year) with abundant wishes for wealth, health, and happiness, until 2020 brought challenges that made extravagance feel out of place.

In such unprecedented times, what we needed most was tranquility. Phùng Ân Heritage presents a thoughtfully curated Lunar New Year gifting set—created to share inner peace with our loved ones.

Year

2021

Scope

Packaging Design, Art Direction

Client

Phùng Ân Heritage

Team

Agency: Studio COHE
Showcase Photography: 282 & Phùng Ân Heritage
Stylist & Art Director: Dakota Nguyen

Creative Direction

I directed the creative and packaging design for the gift set, guided by the theme of self-reflection. The box features a panoramic landscape illustration that flows with incense-like fluidity, complemented by foil accents.

I also created an iconography set inspired by Vietnamese vintage floor patterns, flowers of Tết, and fireworks. These icons are repeatable motifs across the gift set’s components. On the front of the box, a lineup of these icons alludes to chakra alignment and rebalancing of the soul.

Packaging Design

Holiday gifts often fade with the season. To extend the shelf life, I designed a pop-up system integrated into the packaging.

When opened, the box reveals a three-dimensional continuation of the graphic landscape, serving as a display backdrop for the incense.

Early packaging format sketches

The biggest challenge was engineering the pop-up to fit neatly inside the box when folded, and fully extend when opened flat.

I designed a mechanism with three folding spines (two fixed, one movable) and asymmetrical V-fold layers for the pop-up elements. A system that completes the story, scales in production, and brings delight.

From prototype

To final product

Phùng Ân Heritage's 2021 Lunar New Year gift set is a curated collection crafted by Vietnamese artisans, centered around incense and tea. It honors the art of meditating and offers a moment for reflection to enter a new year with gratitude.