Hơn
As tradition goes, B&A creates a Lunar New Year gift each year for our clients, collaborators, and friends. For 2025, I had the chance to lead the project — teaming up with a new generation of young creatives at the agency to bring a fresh, artistic twist to this year’s gift.
All Photos below ↓ are from B&A Agency
This year's gift set challenged me to think differently and create a meaningful impact by exploring a fundamental human need: More (or “Hơn” in Vietnamese).
We all desire more: more positivity, more joy, and more fulfillment on our journey to happiness. This became the central concept for our project. We brainstormed intensely, looking for a way to translate that feeling into a gift set.
Then it struck us—the connection between the desire for "more" and the tradition of collecting calligraphic letters during the Lunar New Year (Tết). Typically, you receive one beautifully drawn word representing a wish or goal for the year. But why settle for just one? Why not have more—an inspiring message for each of the 365 days of the year?
That’s how our concept came to life—transforming into a dynamic typographic system that runs through every piece of the gift set.
And when “more” is the core idea, you naturally want the gift set to be packed with as many surprises as possible. There’s a sense of delight in the unexpected—opening the box to find product after product emerging, each with its own purpose, rhythm, and cultural connection.
Hey! Let’s stop and talk about the small elements that are very important to me: Hơn’s typefaces and the emblem.
What I should achieve, is not to recreate some historical emblems or our old language - Chữ Nôm. I think it’s best to attract people, make them think and question when they see something that looks so cultural next to the word “hơn”.
The emblem formed by 3 letters “h”, “ơ”, and “n”. These are inspired by traditional calligraphy and Nôm script, yet unique on its own.
The tappered end strokes here resemble the physical brushstroke of Vietnamese calligraphy, which reflects the artist’s skill, emotion and individuality - something the laptop mouse can only do so much.
The vertical flow nods to the traditional text layout, while the signature B&A “&” adds a final touch of harmony between past and future.
We chose narrow, condensed fonts to make a bold statement. The title is actually a custom one I spent extra time on—a bit beyond the plan, but totally worth it. I wanted to sneak in some little charming details to make the condensed look feel more alive.
For the body text, we went with one of my unreleased typefaces, “Hangji.” It’s a playful Neo-grotesque that feels a bit squeezed—kind of like how some designers and printers used to treat their type here in Vietnam 📛.
One fun little thing I loved about this project—the lucky envelope pattern, where I snuck in a cheeky nod to this year’s zodiac animal, the snake. But that’s not all! Since B&A’s mascots are 🐝 bees and 🐜 ants, I was also asked to illustrate them and sneak them onto the concept story card with a shiny red foil stamp. It’s a tiny detail—see if you can spot it in the showcase images below!
Let’s check some images below. Or click on the button to see more from B&A showcase.
