Work — Pernod Ricard · BFS Studio, Ho Chi Minh City
Chivas Regal— Bảo Ngọc Vạn Hoa
THE BRIEF
Tết is the largest gifting moment for premium spirits in Vietnam, and that week the shelf is a wall of red and gold. Pernod Ricard Vietnam needed a Chivas Regal gift range that reads as one family across every expression — 12, Extra 13, XV, 18 Gold Signature and 18 Blue Signature — and still separates at arm’s length. The global brief said gemstone, and a gemstone on its own would have produced five unrelated boxes.
WHAT WE DID
Year one, we cut the stone. Year two, we looked through it. Bảo Ngọc, for Tết Ất Tỵ 2025, fixed one construction across the range and changed only the stone — ruby, emerald on ruby, topaz, sapphire and gold, diamond and ice — chosen from the cask rather than for decoration, with the Luckenbooth crest cut as a diamond inside the gift set. Vạn Hoa, for Tết Bính Ngọ 2026, folded each pack’s own face into a kaleidoscope rosette, so the second season is built out of the first instead of replacing it. Both seasons covered the pack, the gift-set structure and the key visuals.
OUTCOME
Two consecutive Tết seasons shipped on one system — five gift packs in 2025, three in 2026 — with the construction fixed and only the stone, then the rosette folded from it, changing between expressions.
THE WORK
- Gold hairline#C9A45C
- Midnight#05070D
- Ruby · XII#E12A05
- Emerald · XIII#067012
- Topaz · XV#A76810
- Sapphire · XVIII#0D179C
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