DU (Wandering)
An Tran
About DU
Du is a branding and packaging project for a Heritage Train Tour connecting Vietnam’s historic cities like Hue and Hoi An. It aims to bring cultural experiences closer to younger generations while fostering deeper connections to the country’s rich heritage through immersive travel.
The souvenir box offers a multi-sensory cultural experience through an immersive tea session featuring local specialties.
Key visual
The dragon illustration utilizes a transformative motif in which clouds evolve into the form of a dragon, symbolizing concepts of freedom, exploration, and endurance.
Patterns inspired by the decorative motifs of the Hue Royal Palace, symbolizing the items inside the box.
Inspired by the Imperial City of Hue—built during the Nguyen dynasty as a symbol of East-West cultural fusion and the transition from Chinese characters to the national alphabet—the logo replicates traditional calligraphy strokes while preserving a geometric modern feel, with soft, rounded edges echoing the key visual of a cloud to reflect transformation and continuity.
Optical illusion effect was applied to the box and brochure to enhance the user’s experience when they open the box, and the brochure.
