PEPSI TẾT
Kỳ Lân Family — Tet Celebration Across 4 Markets
Markets: Vietnam, Thailand, Malaysia, Cambodia
Distinct Can Designs Created
Concept to Production-Ready Artwork
How do you design a Tet celebration packaging system that honors local traditions across four Southeast Asian markets while maintaining Pepsi's bold, youthful brand energy?
Suntory PepsiCo
SCOPECreative Concepts, Illustration, Packaging Design
“Kỳ Lân Family — a celebration of togetherness, prosperity, and the vibrant spirit of Tet across Southeast Asia.”
Campaign Theme
Pepsi Tết
THE TET CHALLENGE
Tet is the most important celebration in Vietnamese culture — and across Southeast Asia, Lunar New Year traditions run deep. Suntory PepsiCo needed a packaging design that would resonate with consumers in Vietnam, Thailand, Malaysia, and Cambodia simultaneously. The Kỳ Lân (Qilin/Kirin) — a mythical creature symbolizing prosperity and good fortune — became the unifying hero of the campaign.
SEVEN CAN DESIGNS
We created seven distinct can designs, each featuring different members of the Kỳ Lân Family in dynamic, celebratory poses. The illustrations blend traditional Southeast Asian artistic motifs with Pepsi's signature bold energy — creating designs that feel both culturally authentic and irreverently modern. Every can is a collectible, every design tells a story.
ACROSS FOUR MARKETS
The design system was adapted for four distinct markets — each with their own Tet traditions and visual preferences. From Vietnam's vibrant red-and-gold celebrations to Thailand's Songkran water festival aesthetics, the Kỳ Lân Family concept proved flexible enough to resonate locally while maintaining campaign coherence across borders.
FROM CONCEPT TO SHELF
The high-resolution artwork files were production-ready for the largest can manufacturing runs in Southeast Asia. Every line, every color, every illustration detail was crafted to reproduce flawlessly on aluminum at scale — because great design means nothing if it doesn't survive the journey from screen to shelf.
