Bridging multi-generations by revisiting Vietnam's not-so-distant cultural tradition of the 2000s
The Year of the Cat presented us with a unique challenge: how to preserve and showcase different aspects of Vietnam's deep-rooted traditions while engaging today's young audience. Looking back in history, we found our answer in the 2000s era, with its rising Y2K visual graphics. Serving as a bridge between generations, this recent yet cherished culture holds significance as grandparents, parents, and today's youth all converge within its cultural landscape.
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We adopted the concept of "scatchbook & sticker" to authentically capture the chaotic and unexpected nature of Y2K graphic. This involved creating 8 logos representing familiar Vietnamese media and complementing the system with themed stickers featuring Tet images, 2000s elements, many type families and Cat figures. The brand identity, which also centers around the zodiac of the year, resonates with nostalgia and pop culture, particularly through symbols like cats.
Inspired by the walls of teenagers' rooms adorned with diverse collages, we divided the poster into four small sections, each presenting festival information in a unique graphic style. We hoped to evoke memories of a precious time for everyone while ensuring the poster's legibility with our references to the 2000s.
