Concepts and Visuals

Welcome to Eric's Concepts and Visuals Page.

Concepts and visuals are meticulously crafted through a creative process, a synthesis of the course's guidance and the collective diligence of the team. The result is a manifestation of collaborative efforts and a thoughtful response to the project's objectives as outlined in the brief.

Durex Jeans

"Control Speed - Safety - Prolong Fun"

This concept strategically focuses on the demographic of teenagers aged 15 to 22, a critical period marked by self-expression, susceptibility to external influences, and a heightened exposure to potential risks such as violence, exploitation, and sexual abuse. Notably, the Hanoi Ministry of Public Security's 2020 record of over 1,800 cases of dangerous driving, including swerving, swinging, and illegal racing, underscores the urgency of addressing safety concerns among individuals of this age group, who happen to be Durex's primary target audience, comprising mostly students.

In a serendipitous alignment, the concept of "Racing Safety" ingeniously draws a metaphorical parallel with the automotive world: "Control Speed - Safety - Prolong Fun." This encapsulates the essence of the idea that seeks to seamlessly blend the brand's trademark simplicity, the product's distinctive color theme, and the prevalent fascination with "racing." The visual representation could feature a racer navigating at breakneck speeds, symbolizing the challenges of navigating sexual encounters safely. The imagery of the racer unable to break through the condom serves as a powerful metaphor for Durex's exceptional protective capabilities during intercourse.

By aligning the narrative with the thrill of racing, the concept cleverly communicates the importance of sexual safety, drawing attention to the parallel between "racing on roads" and the need for protection in intimate moments. Durex, much like a reliable racing partner, not only provides superior protection but also enhances the experience with heightened lubrication, allowing users to effectively control the pace of their "fun." This creative approach not only resonates with the target audience but also effectively conveys the brand's commitment to ensuring both pleasure and safety in their intimate experiences.

Kinh Do

"Sharing Fun"

Kinh Do, a brand deeply rooted in the appreciation of traditional cultures, tales, and emotions, holds the Moon Cake as its signature confection. This concept seeks to amplify the joy by depicting the younger generation leading a lion dance beneath the Moon, adorned with radiant lanterns. The objective is to not only create a sense of delight but also to convey the rich tapestry of traditional legends associated with Mid-Autumn celebrations.

Each lantern in the vibrant display signifies a unique story, contributing to the collective narrative that forms the "national identity" of every Vietnamese individual. As Nguyen articulates, national identity encompasses history, festivals, and the collective consciousness of a people. In the context of the Mid-Autumn holiday, the lantern procession and lion dance are iconic elements that evoke cherished memories and stories. Through this concept, Kinh Do Moon Cake transcends its role as a mere pastry to become a cultural touchstone, a symbol of national identity in Vietnam, and an indispensable treat for every family during the Mid-Autumn Festival.

By aligning itself with the cultural fabric of Vietnam, Kinh Do Moon Cake not only becomes a delectable delight but also an integral part of the shared experience that defines the nation's identity. This concept positions the Moon Cake as more than a culinary indulgence; it becomes a tradition, a symbol, and a source of cultural pride for families across Vietnam, contributing to the enduring legacy of the Mid-Autumn Festival.

Comfort

"Confidently join for fun - Softly for each moment"

Comfort, a renowned brand, has long been synonymous with its well-established benefits and features. However, maintaining a strong connection with users requires a brand to evolve alongside its customers. Recognizing the growing trend of individuals seeking insights into their future and life advice through cards, especially with the rise of digital platforms, this concept takes a bold step by merging the realms of digital technology and tarot. The primary focus is on active social network women aged 20 to 30, aiming to create a groundbreaking experience that generates excitement among the public.

Embodying the spirit of the concept's slogan, "Confidently join for fun - Softly for each moment," the idea draws inspiration from the "three of cups" tarot card. This card symbolizes joy, unity, and comfort, mirroring the essence that Comfort aims to provide. By incorporating digital and tarot elements, the concept positions the product as an integral part of moments that bring joy and unity.

The imagery of the "three of cups" card becomes a powerful visual metaphor, conveying the message that Comfort enhances the user's experience, allowing them to have fun without the concern of their clothing becoming messy or stained. This creative approach not only taps into the growing interest in tarot and digital experiences but also reinforces Comfort's commitment to providing confidence and softness for every moment.

In essence, this concept offers a fresh and innovative way for Comfort to stay relevant and connected with its target demographic. By seamlessly blending tradition with modernity, it not only captures the attention of the active social network women but also positions Comfort as a brand that evolves with its users, ensuring that each moment is confidently enjoyed with softness.

Chupa Chups

Traveling - Life aspects through the lens of "Forever Fun"

Chupa Chups, initially a scoop candy brand for young children, has been steadily gaining popularity among teenagers. The concept, "Traveling - Life Aspects through the Lens of Forever Fun," strategically taps into the insight that young individuals have a penchant for exploration and travel as they navigate their developmental years.

From the bustling streets of Hanoi to the scenic landscapes of Da Nang, the serene beauty of Da Lat, and the tropical allure of Phu Quoc, this concept envisions Chupa Chups as an inseparable companion on these journeys. Whether in urban areas, highlands, or coastal regions, the travel experience becomes markedly more enjoyable when shared with friends and accompanied by the delightful presence of Chupa Chups.

The brand not only positions itself as a tasty treat but also as a symbol of the carefree spirit and vibrancy associated with youth. The concept aligns Chupa Chups with the joy of exploration, creating a connection between the candy and the memorable moments young individuals experience during their travels. This approach not only capitalizes on the brand's appeal to children but also leverages its growing popularity among teenagers who seek fun and excitement in every aspect of their lives.

By integrating Chupa Chups into the travel narrative of young people, the concept enhances the brand's relevance and transforms it into a must-have companion for the adventures, laughter, and shared experiences that characterize the journey from childhood to adolescence.

Postcards

Carouse Ads

Mock-ups

Packaging & Mural

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Planner Book & Totebag

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AR & Webpage

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Elevator & Digital OOH

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Villa Royale -

Antiques & Tea Room

Villa Royale, a haven for relaxation, tea enthusiasts, and meaningful conversations, acknowledges its current limitations in brand awareness and identity. To overcome this challenge, the upcoming Tet 2023 presents a strategic opportunity to implement the "Long - Lan - Quy - Phung" concept, aiming to create a distinct highlight that leaves a lasting impression across various platforms.

Embracing the cultural significance of Tet, the concept integrates the four traditional symbols—Dragon (Long), Orchid (Lan), Turtle (Quy), and Phoenix (Phung). This not only aligns with the festive spirit but also adds a unique and culturally rich touch to Villa Royale's offerings. The use of these symbols serves as a visual and thematic centerpiece, creating a memorable and shareable experience for customers.

By strategically leveraging Tet 2023, Villa Royale has the potential to elevate its brand presence through various channels. This includes social media platforms, where the vibrant concept can be showcased to engage the audience, as well as traditional marketing avenues to capture the attention of a broader demographic. The "Long - Lan - Quy - Phung" concept acts as a powerful catalyst to spark conversations, foster brand recognition, and forge a deeper connection with both existing and potential customers.

Ultimately, this Tet-themed initiative positions Villa Royale as a brand that not only offers a space for relaxation and tea but also actively celebrates and contributes to cultural moments. The project becomes a stepping stone to amplify brand awareness, solidify brand identity, and create a memorable experience that resonates with patrons, thereby establishing Villa Royale as a go-to destination for quality moments of leisure and connection.

Oakley

Oakley - This isn't cycling; this is riding with style

The messaging emphasizes that Oakley sunglasses not only offer crystal-clear vision and effective eye protection but also make a striking visual statement. Beyond the functional benefits, these sunglasses elevate the wearer's fashion quotient, instilling a sense of respect. What sets Oakley apart is the exclusivity of having just one version worldwide, ensuring a perfect fit that complements the unique contours of the owner's face. This distinctive feature enhances the sunglasses' appeal, turning them into a personalized and stylish accessory that goes beyond mere eye protection. Ultimately, Oakley sunglasses are positioned as a blend of cutting-edge technology, individualized design, and fashion-forward sophistication.

Brochures

Poster - Digital OOH

Concepts and Visuals

Eric Ho