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SAIGON GOLD
A timeless balance of tradition and modernity
Challenge
Sabeco, Vietnam's top beer company, created their first premium beer brand, Saigon Gold.
The task was to create the branding, packaging and advertising launch campaign.
Execution
I combined traditional and modern elements by bringing together the 2 famous local icons - the Vietnamese dragon with the Dong Son drum.
The dragon symbolizes strength and authority while the Vietnamese Dong Son rum stands for life, solidarity and pride of the Vietnamese.
These 2 elements creates a timeless balance of modernity, tradition and Sabeco's legacy.
Final packaging design
Illustration details
Flat Design on Can
Sample POS
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