Kim Boi

Packaging design

The Brief

Kim Boi is a well-known Vietnamese brand with their bottled water products sourced from Kim Boi, Hoa Binh. In this project, GU is responsible for the packaging design of its new glass bottled natural mineral water products, catering for the premium segment.

The Big Idea

With its glossy glass packaging, this product will be sold in restaurants and 5-star hotels, set in the context of meetings, big events, luxurious banquet tables and fine dining meals. Serving filtered water products in glass bottles has long been a standard in luxury restaurants and hotels. However, other glass bottled water products served in this segment are imported with high price and lacking of Vietnamese cultural factors.

Thus, with the big idea for Kim Boi as a premium “made in Vietnam” product, GU designed new packaging with the desire to convey the cultural features of Vietnamese nation but at the same time combining with modern Western design language, Kim Boi’s new look feels luxurious but still local and impressive.


Kim Boi Mineral


Phong Tran

account & Planner

Dung Hoang
Bao Trang


Andy Ay

The Process & Result

Gu researched the symbols of the country’s culture then moved on to sketching them on paper and then visualizing them digitally, offering two main designs in the direction of honoring the locality and origin.

The Inspiration

The design materials are taken from traditional cultural motifs such as the bronze drums, Chinese ideogram paintings, ceramic, the storks… These traditional Vietnamese symbols are combined and given a fresh touch of modern pastel tones, inspired by nature.

The Application

In addition to creating the main design with pastel tones, there will be color customization solutions for customers (men and women) or holidays and cultural purpose.