— About the album: Presented in a hand-crafted sophisticated and recycled package, that includes 4 posters, 1 booklet, miscellaneous merchandise, and the physical CD.
GIEO (takes its name from the Vietnamese word meaning “to plant the seed or an idea.”) stands as the highly anticipated fourth studio album by the renowned Vietnamese rock band NGOT. Reinventing the timeless psychedelic rock genre to the Vietnamese audience, the album was released in December 2022 through LPClub Music. GIEO marks NGOT's latest major commercial release following a three-year hiatus.
— Art Direction & Design: The ever-youthful and passionate team at STUDIO DUY, led by Duy Dao, has been entrusted with the meticulous art direction and design of the album packaging, as well as the visual direction for all promotional marketing endeavors.
Embarking on a bold endeavor to redefine the visual essence of the mid-1960s psychedelic rock era, we embarked on a captivating journey: "What if we could transport ourselves back in time and initiate the psychedelic rock movement, this time originating from Vietnam?" With an aim to create a musical experience that transcends time, our packaging design concept draws inspiration from the notion of a time capsule—an assemblage of moments, stories, and emotions from the present, destined to be cherished in the future, for a reminiscence of the past.
Each meticulously handcrafted package comprises an impressive array of 24 miscellaneous items, carefully curated to evoke nostalgia and convey a sense of timelessness. From multiple lyric cards carrying heartfelt lyrical messages to a custom floral sleeve-wrapped CD, each item is a testament to our dedication to detail.
The visual art direction is heavily drawn inspiration from the vibrant expressions of Vietnamese folk art and religious paintings, as well as the dynamic energy of traditional calligraphy. By fusing these familiar cultural elements with unexpected digital visual techniques, we create a concept that seamlessly blends tradition and innovation. Employing vibrant hues, skillful compositions, and intricate layering, our designs craft mesmerizing optical illusions that not only complement the spiritual energy of the musical masterpiece but also embody the band's passionate musical vision.
Included within this hand-crafted package are:
- Four captivating posters - A CD elegantly enclosed in a floral-design sleeve - Eleven lyric cards, each carrying lyrical messages - A set of stickers for added personalization - A 100-page photobook with over 500 pictures of the band. - Two notebooks made from repurposed paper. - A package of flower seeds, symbolizing the growth and rejuvenation theme of the album name, that the audience can plant themselves. - Two plant-growing foam platforms, assisting the audience's unique interactive experience - A sturdy screen-printed cardboard box, ensuring secure storage and transportation.
We take pride in our commitment to sending a sustainability message, as evidenced by our choice to utilize recycled and repurposed materials in 95% of the packaging for this project.
Within the first week of its national physical release in Vietnam, the album sold out, garnering significant press recognition and critical acclaim for its exceptional art direction and artistic production approach.