NAM VI was developed as a conceptual premium food brand to target young audiences in Europe. As traditional Vietnamese cuisine is based on the five elements (wood, fire, earth, metal and water), the concept developed by Nóra Mészáros introduces a cast of vibrant characters to correspond to each. Alongside these figures, the design incorporates other aspects of the culture as well, including aspects of the zodiac, local plants, plus Vietnamese folklore and mythology.
To express the qualities of each products, a character or a combination of characters can be seen on the packages for products like bottled coffee beverages, rice casseroles and soup bases.
With the rise in foodie culture, many adventurous young consumers are looking to experience new globally inspired flavor combinations, which demands the creation of contemporary and eye-catching packaging to match.