Lộc Xuân — Têt Gift Shop🧧✨🏮
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Lộc (Luhk) Xuân (Shun) - "Spring Fortune"
Lộc Xuân is a Lunar New Year Gift Shop that uplifts and connects the Vietnamese diaspora through celebrating identity, culture, and experiences.
Scope
Brand Identity & Concept Design, Mobile Web UX/UI, Digital Illustration, Packaging Design, Book Design, & Motion Design.
Brand Identity & Concept Design, Mobile Web UX/UI, Digital Illustration, Packaging Design, Book Design, & Motion Design.
Artist Statement/Thesis
My project Lộc Xuân helped me delve into my identity and research the celebration of Vietnamese new year’s—Tết. During my research, it was difficult to find information that didn’t include the Vietnam war dialogue. I wanted to remind people like me; a first-generation Viet American that there is more to my cultural identity than warfare. I thought of my family lunar new year parties; where delicious foods were being cooked by the women in my family, children lined up for their lucky money envelopes, getting crazy excited to play Bau-Cua-tom-ca with my cousins. I want to be able to share those moments and memories beyond my family. About 2 million Americans make up the Vietnamese diaspora that live in the U.S. and may struggle with cultural assimilation. This project is a reminder that our customs and traditions are special anywhere we go. I created a Tết cookbook, Li Xi envelopes, an animal themed calendar, a mobile e-commerce app, as well as board games and dice.
Gallery Exhibition Photos
🎉✨🏮🧧💫🌺
Winner of 2025 UML Senior Studio Award in Graphic Design
Winner of 2025 UML Senior Studio Award in Graphic Design
Li Xi Money Envelopes
A special custom for Têt involves sharing Li Xi to the youth of your family to wish them prosperity! The 2025 year celebrates the year of the snake in the animal zodiac cycle. Write a sweet message on the back and a little treat!🐍📝🧧
Mobile Shop!
✨🐍🏮🧧🛍️
Loc Xuan's Mobile Shop provides an informative and easy e-commerce experience to learn about special customs and purchase LNY products!
Loc Xuan's Mobile Shop provides an informative and easy e-commerce experience to learn about special customs and purchase LNY products!
Mini Tet Holiday Cookbook
🎉🍊✨🍽️
This cookbook contains 4 different Vietnamese recipes for Têt celebrations and enjoyed all year round! Flip, read through, and learn how to wrap meals like Banh Têt , steam Xio Gac, roll Cha Gios, or prepare a five fruit tray for the round table celebrations.
This cookbook contains 4 different Vietnamese recipes for Têt celebrations and enjoyed all year round! Flip, read through, and learn how to wrap meals like Banh Têt , steam Xio Gac, roll Cha Gios, or prepare a five fruit tray for the round table celebrations.
Bau Cua Tom Ca!
Gourd Crab Shrimp Fish!
Gourd Crab Shrimp Fish!
🦀🦐🐟✨🦌🐓
This is a classic gambling game lots of families in Southeast Asia love playing and continues to thrive in SEA communities.
My cousins and I used to have such good memories experiencing wins and losses rolling the dice.
This is a classic gambling game lots of families in Southeast Asia love playing and continues to thrive in SEA communities.
My cousins and I used to have such good memories experiencing wins and losses rolling the dice.
