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2025 Tet gift set from B&A

The “Hơn” Project celebrates “letters” (chữ) and type design. Vietnamese have a proud tradition of studiousness, comes along the rich history of calligraphy. In modern times, we designers subconciously carry the torch in digital space without knowing it. By fusing such cultural concept with contemporary layouts, we want to tribute the brilliance of traditional calligraphers that are often underappreciated in modern times and help keep the beautiful Calligraphy Giving custom of alive and forward.
Drawing inspiration from ancient Vietnamese manuscript, the font used for The “Hơn” Project is built completely from scratch, allowing 365 wishful words to dance in harmony and minimalism. Intentional negative space encourages recipients to pause, reflect, and engage with the gift in a more personal way, bringing back fading memories of our past Tết holidays.

Creative Director: Hung Nguyen
Project Manager: Lyn Vu, Tu Teng, Ngoc Minh
Graphic Design: Duong Tran, Minh Khiem, Thuong Ha, Khanh Chi, Minh Thuy
Copywriting: Tung Nguyen
Motion Design: Duc Sua, Dux Nguyen, Duy Tama, Duong Tran
3D Design: Nghia JPG, Duy Tama
Typeface: Duong Tran
Photography: Fuongy, Dung Tran, Tai Tue
Video Production: Quan Le, Duc Bui, Thanh Le
Guest DP: Vu Quang Tuan
Production: Gia Khanh, In Linh Anh
Showcase: Minh Khiem, Duong Tran, Thuong Ha, Duc Sua, Dux Nguyen, Duy Tama, Nghia JPG, Linh Muix, Thanh Le, Quan Le, Heidi Tran
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Full story on Behance
www.behance.net/gallery/217610255/Hon-2025