HỒNG LOAN - PACKAGING

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Hong Loan is a small-scaled fountain pen and ink business. Personalization and romanticism on each package are put on the top. Therefore, each product is like a customized gift specially designed for each customer. Through shaping elements and a floral illustration system, Hong Loan wishes to encourage a romantic practice yet falling into oblivion in nowadays modern world: Calligraphy Art.

VERBAL CONCEPT

Calligraphy art is not purely a practice for people to make writing more beautiful. Calligraphy is culture. In Vietnam, it is said that (generally translated) " A man's handwriting speaks a lot about his human character." Hence, the ones who practice writing are also giving themselves an opportunity to live calmly, tranquilly, and romantically. With only "a fountain pen", they become more careful about their words with each stroke, being more mindful not to hurt others' feelings. With only "a fountain pen", they put their love into such poems. And with only "a fountain pen", they create romantic and poetic lives. Hong Loan uses "fountain pen" and "poetry" in parallel, which has an underlying meaning of the values that Calligraphy brings into our life. "Fountain pen" is not only a tool. Practicing Calligraphy is not only a series of behaviors, it is the whole culture that need preserving.

TYPOGRAPHY

Hong Loan's founder is a calligraphy practitioner. As a result, we take this as a chance for us and our clients to be creative together. Physical version of "Fountain pen" cluster written by Hong Loan on physical paper is the main point that we base on for our following typo design.

ILLUSTRATION
The illustration series of 10 flowers that Hong Loan suggested for packaging once again reemphasizes the project's objective: personalization of each product to each customer. Buyers have more than one option to choose their favorite flowers, or that could be a sophisticated gift for their soulmates when each flower represents each month of the year. Moreover, images of flowers drawn by watercolor techniques recall such a poetic behavior. We usually catch sight of compressed dried petals timidly lying next to painstaking hand-written notes within an old notebook.

STRUCTURE & MATERIALS

The packaging structure is designed as a memory container. We choose carton paper combined with brownish ecoheim paper with a rough texture to evoke a touching and nostalgic feeling. The special point is die-cut line on ecohiem, associated with a worn-out piece of paper, and lied behind it a "fountain pen" word, emerging just like an old shiny memory that need to be preserved through silk-screen printing technique with iridescent ink.