Xéo Xọ

Develop a unified illustration concept for a Tết áo dài collection, giving each design its own personality while keeping a clear connection across the range.

The imagery needed to relate to Tết customs, suit Xéo Xọ's customers and work with the shape of the garments. The story also needed enough depth to extend beyond clothing.

We divided the concept into four chapters. Each provided a basis for choosing characteristic objects, flowers and gestures.

Giáp Tết: the anticipation

The days of preparation are told through flower baskets, carp and the traditional cây nêu pole. These references evoke the bustle and anticipation of getting ready for the new year.

Giao Thừa: the turning of the year

Flowers, birds and images of home form a gentler composition around the transition into a new year. Its intimate mood holds onto the care and sense of renewal associated with this moment.

Chính Đán: the first day

Tea, fruit, lucky ornaments and birds come together in a story of exchanging good wishes. The composition connects the first day of the year with welcoming visitors, conversation and hopes for what lies ahead.

Khai Xuân: the opening of spring

Musical instruments, butterflies and flowering branches bring movement to the final chapter. The imagery looks beyond the home toward spring outings and festivities.

The four chapters create a narrative for the whole collection and a story of its own for each garment.

Giáp Tết, Giao Thừa, Chính Đán and Khai Xuân in the finished collection.

Cultural references also need to feel appropriate when worn.

Through conversations with Xéo Xọ, we adjusted the emphasis and representation of objects associated with worship, refined patterns and developed colors suited to the brand's customers. The process considered both the meaning of the imagery and the wearer's experience.

Brand details were woven into small ornaments and illustrated elements, making Xéo Xọ's identity a natural part of the composition.

Sketches established how the imagery would be distributed across the front panels, back panels and sleeves. Each part has a role in the whole.

Long branches and curving groups of motifs follow the vertical lines of the áo dài. Larger clusters create focal points, while open areas of fabric give the imagery space. Smaller clusters continue the story on sleeves and back panels.

Pale pink, pale blue, deep rose and yellow-green give each design its own mood. Shared line work, foliage shapes and decorative treatments keep the designs connected.

Individual motifs were developed alongside the garment compositions, allowing them to be arranged for specific placements and reused in related applications.

The packaging brings the same flowers, birds and decorative objects into symmetrical compositions and repeating patterns. A larger illustration gathers characters wearing the collection, connecting the garment designs within one scene.

The finished clothing and packaging show how one idea can develop into several kinds of image: compositions on the wearer's body, small decorative details and a scene that introduces the spirit of the collection.

For Xéo Xọ, the result is a festive story with both variety and continuity. Each design has something of its own to say, and every application contributes to the shared narrative.