Y-Miên is a premium Vietnamese straw rice wine (Rượu Cần) from Buôn Ma Thuột, deeply rooted in the cultural heritage of the Central Highlands. Crafted using traditional fermentation methods, this unique rice wine is made from glutinous rice and natural forest yeast, aged in sealed earthenware jars. Unlike other liquors, Rượu Cần is consumed communally, sipped through long bamboo straws directly from the jar, making it a symbol of unity and celebration in ethnic festivals, weddings, and ceremonies. Y-Miên stays true to this tradition while refining the process to ensure consistency and quality, including a special underground-aged variety for a richer taste.

The packaging design embraces this cultural depth while giving Y-Miên a modern visual identity. The logo has been refreshed with a contemporary design language while staying connected to its roots. The icon features a rice silhouette, cradling a traditional wine jar, which in turn holds the sun and highland mountain, symbolizing the deep connection between the product and the land.

Visually, the design reflects the energy and joy of Central Highland festivals, particularly the Cồng Chiên Festival of the Ê-đê people. Strong, bold illustrations depict ethnic women dancing, a nod to the matrilineal culture of the Ê-đê, where women play a central role in both daily life and the production of Rượu Cần. The primary imagery centers around the act of sharing the wine, reinforcing its role as a communal experience.

Ethnic textile patterns and traditional motifs, often found in handwoven fabrics, home décor, and Cồng Chiên drums, are incorporated to enhance the authenticity of the design. The illustration style is blocky and textural, creating a sense of tactility, as if the story of Rượu Cần is being painted across the packaging. The color palette draws from earthy tones, inspired by the landscapes of Buôn Ma Thuột, paired with vibrant accents that reflect the spirit of celebration.

By combining authentic cultural elements with a modern approach, Y-Miên’s packaging honors the traditions of Rượu Cần while making it accessible to a wider audience. Each design element tells a story—of the land, the people, and the time-honored craft of making this unique wine—inviting consumers to experience both its exquisite flavors and the heritage it represents.