An offbeat beer that pays homage to the mango sellers of Vietnam

LAC Brewing Co brings 17 years of commercial brewing experience from Oregon to Vietnam. Ki Saigon designed a unique packaging for LAC Brewing Co’s Mango beer. The brew is unusual - that it uses only locally produced mangoes to make 
craft experience like no other. 

To make the design stand out from the graphical rendition of most craft beers, we wanted to tell a deeper story. 

There is something striking about Vietnam – the millions of motorbike delivery men and women. These everyday folks transport items ranging from food, fruits to tires, refrigerators & even television sets.
 Even delivering motorbikes strapped to the back of their motorbikes. 

It was the same for us. We had local farmers delivering the mangoes to us on their motorbikes, whenever we ordered a big batch. We drew inspiration from these mango delivery folks and wanted to feature them on our pack to pay homage to them.

An exaggerated version was constructed with over a thousand mangoes balanced on the back of an actual bike to create a striking image that would be the hero of the design. 

Two variants were designed to start with – the woman mango seller for the ‘better sweet’ version 
& the man for ‘better bitter’.

The copy on the pack goes on to remind the drinker to salute the mango seller, without whom this beer just wouldn’t be.

Production house: VAIB
Photography: Wing Chang