Sum is a premium branding and packaging project for Rượu Hoẵng (Muntjac Wine), a traditional "living" rice wine from the Dao people of Northern Vietnam. Unlike high-proof spirits, Sum is a low-alcohol, honey-sweet nectar designed for Sum Vầy, the cherished Vietnamese tradition of reunion and mindful connection.
Traditional Vietnamese medicinal or rice wines often carry a "harsh" or "medicinal" reputation. My goal was to rebrand this indigenous drink for a modern, global audience, specifically Vietnamese expats and "slow-living" enthusiasts, by shifting the focus from intoxication to communal celebration.
Derived from Sum Vầy, the name represents the warmth of a family reunion. The brand bridges the gap between ancient Dao traditions and a sophisticated, modern lifestyle.
Primary Palette: Cinnabar Red (representing the soul of Red Dao dress) and Brown Red (inspired by traditional ceramic wine jar).
Visual Motifs: A minimalist interpretation of the Muntjac Deer and the silver jewelry found in Dao traditional clothes.
Tactile Design: To honor the "Thủy Thượng" (indirect heating) process, the wine is housed in textured stoneware and ceramic bottles, making the product feel like a piece of the highlands.
I developed three distinct variants to meet different consumer needs:
The Soul of the Gathering
SUM is more than a wine; it is an invitation to Sum Vầy—the cherished tradition of reunion. Born from the mist-shrouded highlands of Northern Vietnam, our Muntjac Wine is a "living" nectar handcrafted by the Red Dao people. By using a secret forest yeast, we’ve preserved the honey-like sweetness of glutinous rice. Dressed in Cinnabar Red, this bottle is designed to be passed around, bridging the gap between ancient heritage and your modern table. Put aside the glass, embrace the slow-living spirit, and rediscover the joy of a truly close-knit connection.
This project allowed me to explore the intersection of cultural preservation and modern commercial design. By focusing on "connection over intoxication," SUM carves out a unique space in the market, moving away from the high-proof aesthetic of competitors and leaning into the warmth of a shared ceramic bottle.
Brand Design | School Project
Role: Brand Identity, Packaging Design, Storytelling
Duration: 4 Weeks
Tools: Illustrator, Photoshop, Blender
Date: Febuary 2026