Pepsi Tết 2024


Tết, the Lunar New Year, holds a significant place in the hearts of the Vietnamese people. It's a special time for all Vietnamese folks to come together, reconnect with loved ones, exchange well wishes, and share gifts as they welcome the new year.




In the days leading up to Tết, a festive atmosphere filled the air as people all across Vietnam eagerly embarked on their  Tết shopping adventures. They browse for Tết items like flowers, decorations, and traditional foods, ... Afterward, they transport them on their trusty motorbikes, loaded with boxes of refreshments. As you witness that magical moment, you can feel Tết drawing near. 
We eagerly began brainstorming ideas for a unique Pepsi packaging to celebrate the Year of the Dragon in 2024. We continue to embrace the Unicorn symbol, a cherished emblem of joy that has been with Pepsi throughout the years. This year, we have also incorporated the Dragon symbol, resulting in two delightful packaging options.

















Upon closer inspection of the packaging, we designed a charming blue section on the right side. Its purpose was to draw attention to the message ‘MANG  TẾT   VỀ NHÀ’ (BRING TET HOME) and create the illusion of delightful gift boxes to exchange with loved ones. This design not only features the Golden Unicorn & Dragon, but also captures the essence of Tết and the warm feeling of being at home.




The elements are meticulously arranged in a captivating layout. Each cluster of details captures the vibrant and dynamic atmosphere.

The use of a gold gradient color on the petals adds a touch of premium sophistication to the packaging.






Millions of Pepsi Tết packagings are proudly transported across Vietnam, from urban to rural areas, from the North to the South. They find their place on shelves in local stores and supermarkets, waiting to be bought and taken home as a meaningful gift for the New Year of the Dragon.




💥 🐲 💥

Client: Pepsi
Year: 2024
Creative Agency: Ki Saigon
Creative Director: Kumkum Fernando
Creative Planner: Indraneel Guha
Associate Creative Director: Chungg Hoàng
Account Manager: Quang Nhật
Lead Illustrator: Luongdoo 
Supporter: Chung Hoàng / Huỳnh / Hồng / Huy / Uri / Lê
Photography: Thuật Võ
Scope of work: Packaging Design




Thích Thú Sri Lanka


A personal artist book made between Vietnam and Sri Lanka. Quiet, hand-bound, and held together with a rubber band.



Thích Thú Sri Lanka is a personal artist book created after my first illustration exhibition in Colombo, Sri Lanka. While the original project — The Meeting in the Sky — was a large-scale kite installation featuring over 2,000 handcrafted animal-shaped kites, this book is far more intimate: an archive of impressions stitched together through paper, objects, and quiet details.







The title, Thích Thú, is a Vietnamese word that carries a quiet kind of playfulness. “Thích” means to enjoy, and “Thú” means animals — but when combined, the phrase simply means “delight.”
I chose it because it felt light, personal, and true to the heart of this project.
A name that holds both the joy of seeing animals take flight, and my own quiet affection for them.













One of my favorite details is a stitched bookmark with a 1000 rupees note sewn on the back — the exact cost of a local head massage. I kept it there like a tiny voucher to use if I ever return.





One part of the book is a round zine — shaped like the inox plate used during a dinner I had at the kite artisan’s home.

I remember chatting with a friend while brainstorming how to capture that memory, and the idea of making the zine round — like a plate you could open — just clicked. I wouldn’t have landed on that shape without that conversation.


So I made it. A small, circular piece to hold a quiet evening I didn’t want to forget.







Not everything was made by hand.
But the parts that mattered were.


Book Credits
Art Direction & Design – Luongdoo
Creative Contributor – Thanh Van
Book Photography – Thuat Vo
Kite Photography – Nuwan Attanayake

Inspired by The Meeting in the Sky, led by Kumkum Fernando for Cinnamon Life, produced by Ki Saigon. Special thanks to Radiesha for her invitation and support throughout the journey. With appreciation to Indraneel Guha for the time and trust that made this project possible.


TEA+ Tết 2025

The Full Taste of Tet, In Four Flavors


For the first time, TEA+ Plus introduced a Tet gift box that brings together all four of its signature Oolong tea flavors — a celebration of variety, unity, and seasonality.



Client: TEA+ Plus (Suntory Pepsico)
Creative Agency: Ki Saigon
Project: Tea+ Tet 2025 Packaging
Art Director: Luongdoo
Account Director: Aiden Do
Copywriters: Ranni Tran, Chieu Nghi, Hanh Dung
Illustrator: Luongdoo, Hong To
Designer: Huynh Nguyen, Hong To
Producer: Uyen Trinh
Photographer: Thuat Vo




We approached the design not as a collection, but as a gathering. Each flavor had its own visual zone — illustrated with its key ingredients and paired with background patterns inspired by Japanese aesthetics, as a nod to the brand’s origin. We also mixed geometric shapes with more organic forms to keep the composition playful and balanced.



One detail I personally added was letting the two main color blocks — pink and green — continue from the front to the side of the box. It was a simple way to create connection across surfaces, and make the whole box feel more complete.




This box has traveled.


It’s been handled, carried, maybe bent along the way. But that’s exactly when it comes alive — not on screen, but in someone’s hands.


4P's - Letters To The Future

The Book That Lasts A Thousand Years


Creating illustrations for the Letters to the Future project, which entails a captivating series of letters to our distant descendants, narrated through the medium of recycled plastic.




Kumkum Fernando, one of the individuals behind this project, reached out to me to discuss the project and asked if I would be interested in taking on the role of visual lead for this book. With a team of dedicated staff, we gathered handwritten letters from individuals across the globe, spanning countries such as Australia, Japan, Vietnam, Myanmar, Thailand, Mongolia, Israel, Tibet, India, Sri Lanka, America, and Argentina. After scanning them, the letters were meticulously digitized, with each one being translated into English if necessary.

In some heartfelt letters, the writers reflect on the past and look forward to the future; in others, they express a desire for peace and express their gratitude for the local environment, including the trees, wildlife, and motherland.

In the final stage, I was tasked with thoroughly examining each of those letters and carefully considering the illustrations that accompanied them.
Project: Letters to the future
Creative agency: Ki Saigon
Sponsored by: Pizza 4P’s
Creative Director: Kumkum Fernando
Director of Strategy: Indraneel Guha
Lead Illustrator: Duc Luong (Luongdoo)
Designer: Quang Nguyen, Luongdoo, Chung Hoang
Producer: Tue nguyen & Khanh tran
Artist: Zac Buehner
Design Intern: Dong Quan
Official Photography: Wing Chan
Production House: VAIB
Videography: Justin Ngiam
Music: Numa Gama

Recognized by D&AD 2022, Letters to the Future, Shortlist
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See the full project at: LINK

Verites

The City Of Love


An enchanting perfume collection inspired by the love and charm of Vietnam's cities.




Our goal in creating this package design is to show a girl's heartfelt love story as she visits three iconic Vietnamese cities: Da Lat, Saigon, and Hanoi. The cities in question, nevertheless, warranted their own narrative.

So we came up with the name
💛 THE CITY OF LOVE 💛
💛 THE CITY OF LOVE 💛




Verites' team informed me that, when entering The City Of Love -
Perfume Showcase, the desires for love or healing should be
authentically portrayed through the illustrations, sounds,
and scents in each area of the exhibition space.




On her journey to Da Lat..

A city known as the "city of healing".



I pictured a serene morning scene, with gentle plants swayin and the crisp scent of pine trees. Proposed are green an earthy brown tones to pay homage to this land.





Stepping into Saigon...

Her initial emotions towards someone reignited her faith in love.




The color palette of Saigon draws inspiration from the vibrant hues of the city's dazzling nightlife.




Arriving in Hanoi,
the final destination...


The scene is reminiscent of my brief business trips to Hanoi during the autumn season. I particularly enjoy strolling through the narrow streets lined wit charming old houses and observing the humble way of life embraced by the locals.
When it comes to Hanoi's autumn, it's truly the most enchanting time of the year, where love stories between couples blossom.


I thoroughly examined every detail of the illustration,
aiming to evoke a warm and inviting atmosphere for the viewer.




Hanoi is the place where a girl's heart blossoms with a newfound love.





💛  THE CITY OF LOVE  💛

•   PERFUME SHOWCASE   •







 



Client: Verites Viet Nam

Project Manager: Ngoc Dang — Producer: Mai Huong — Illustrator: Duc Luong (Luongdoo)
Supporter: Himmie Nguyen, Bach Van, Cuc Mai — Photo: Verites — Year: 2024

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Recognized by World Illustration Awards 2024, Design Product & Packaging, Longlist
'Có Lương là có niềm vui' • Instagram → Behance • Email: adluong07@gmail.com