Chivas Regal — Bảo Ngọc Vạn Hoa

Tết is the biggest gifting moment for premium spirits in Vietnam, and in that week the shelf is a wall of red and gold. Pernod Ricard Vietnam needed a Chivas Regal gift range that reads as one family across five expressions (12, Extra 13, XV, 18 Gold Signature and 18 Blue Signature) and still separates at arm’s length. The global brief said gemstone, and a gemstone on its own would have produced five unrelated boxes.

Year one, we cut the stone. Bảo Ngọc, for Tết Ất Tỵ 2025, fixed one construction across the range and changed only the stone: ruby, emerald on ruby, topaz, sapphire and gold, diamond and ice. The Luckenbooth crest is cut as a diamond inside the gift set. Year two, we looked through it. Vạn Hoa, for Tết Bính Ngọ 2026, folded each pack’s own face into a kaleidoscope rosette, so the second season is built out of the first instead of replacing it.

Two seasons shipped on one system: five gift packs in 2025 and three in 2026, covering the pack, the gift-set structure and the key visuals. Design: BFS Studio (Ho Chi Minh City).