CXC – Canxacu: Mother-of-pearl Inlay Packaging

Introduce

CXC stands for Can Xa Cu—another name for Kham Xa Cu (mother-of-pearl inlay) and also represents Classic X Contemporary. This encapsulates the brand’s direction and aspiration, serving as a commitment to honoring traditional values through a renewed, modern expression.

Build a brand identity system for mother-of-pearl inlay under the name CXC – CANXACU, guided by a contemporary spirit. In the context where traditional arts and the essence of Vietnamese craftsmanship are gradually fading amid industrialization, mother-of-pearl inlay should be repositioned to become more accessible to modern life. It aims not only to preserve this heritage craft but also to present it as a form of creative art that resonates with a wider range of audiences. This is where the intersection and transition between traditional and contemporary inlay art take place.

Brand Values

Mission: To preserve, protect, and elevate the essence of traditional craftsmanship, while redefining the position of mother-of-pearl inlay within the contemporary market.

Vision: To become a symbol of the convergence of mother-of-pearl inlay art, upholding meticulous handcrafted standards while infusing a contemporary spirit to connect younger generations with this art form. Each design is not merely a decorative object or accessory, but a bridge between past and present, between the hands of artisans and the souls of the young.

Core Values: Honoring craftsmanship, expanding market reach, fostering community connection, and embracing modern creativity.