Challenge

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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.

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Execution

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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.