Dakota Nguyen ︎ Design & Direction

Art director + multidisciplinary designer in Toronto. I shape brands, sandbox systems, sharpen experiences, and drive measurable growth.


Currently @ Okta. Previously Art Director @ Endy.


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Phùng Ân Heritage

Featured in Packaging

We often celebrate Tết (Lunar New Year) with joy and hope, wishing each other abundant wealth, health, and happiness. Yet, 2020 was a year of turbulence—extravagant wishes suddenly felt out of place. In such challenging times, what we needed most was tranquility. With this in mind, Phùng Ân Heritage offers inner peace through a thoughtfully curated Lunar New Year gifting set to share 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 led the creative direction and packaging design for the gift set, inspired by the idea of self-reflection.

The primary graphic on the box uses semiotics of reflection, wrapping seamlessly around all sides to create a panoramic effect. The fluid form of the mountains also resembles incense smoke. Using a minimal pastel palette, soft gradients, and metallic foil to convey elements of nature, my team and I designed a tranquil landscape for the mind.







I also created an iconography set inspired by Vietnamese vintage floor patterns, flowers of Tết, and fireworks. These icons are used as a decorative motif throughout the gift set’s components. On the front of the box, a lineup of these icons alludes to the alignment of chakras and rebalancing of the soul.









Packaging Design

I wanted this gift set to have a longer lifespan as a beautiful display piece on a shelf, so I designed a pop-up system to complement the packaging format. When the box is opened, it reveals a 3D extension of the graphic landscape, which serves as a backdrop for the incense.





Early packaging format sketches

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

I designed a foundation with three fold spines (two fixed, one movable) and asymmetrical V-fold layers for the pop-up elements. This system enhances the user experience with a wow factor while completing the gift set's visual story.


From prototype




To final product

Phùng Ân Heritage's 2021 Lunar New Year gift set is a thoughtful selection of items crafted by Vietnamese artisans across the country. The set highlights incense and tea as its centrepiece, honouring the traditional practice of meditating on life while burning incense and sipping tea. This gift set serves as a tangible representation of serenity, promoting the healing process and spiritual preparation for the coming year.