Abstract

This study examines the formal characteristics of seventeenth-century phoenix motifs in the carved decoration of village communal houses (đình làng) in Northern Vietnam and proposes an approach to translating this visual language into contemporary packaging design. During the Lê Trung Hưng period, the phoenix underwent a significant transformation, shifting from a symbol of imperial authority to a folk-inspired form characterized by rhythmic movement and expressive vitality. Through fieldwork, formal visual analysis, and applied design experimentation, the study demonstrates that the motif’s defining features—including continuous curved lines, layered wing structures, undulating tail forms, and spiral folk cloud patterns—can be effectively transformed into a contemporary graphic language. The application of this approach to the packaging design of the premium bird’s nest brand AVANEST demonstrates the potential of the seventeenth-century phoenix motif not merely as a decorative element but also as a generative source of visual identity that embodies the cultural depth of Vietnam.

Keywords: Packaging design, phoenix motif, traditional ornament, Vietnamese communal house art, visual identity.