Vu. - Bao Tang Cua Nuoi Tiec

Moi
Bao Tang Cua Nuoi Tiec (Museum of Regrets) marks the third studio album from Vu., one of Vietnam’s most influential indie artists. Each of the album's ten tracks is imagined as an exhibit within a “museum of regrets,” symbolized through the system of design elements such as burnt paper textures, and sentimental keepsakes as artefacts. The album’s visual identity extends beyond album packaging design into concert installations and merchandise, creating a cohesive, immersive experience.

_{Year

2024

Scope of Work

Design Direction, Typography, Packaging Design, Product Photography}
_{Artist
Vu.
Record Label
Warner Music Vietnam
Executive Producer

Dan Ton
A&R
Thu Hien, Tiayy
Marketing & Promotion

H. Luu, Eden Tran, Stella Dang, Quynh Loan, Dinh Kha, Tuyet Anh

Physical Album Production

Nhi Ton, madbabycatz

Design

Dung Ngo}

_{“Bao Tang Cua Nuoi Tiec” concept photoshoot

Photographer

Cow10 @cow10_

Producer

Patrick@xxiiipl

Lightning

Fei Lung @fei.lung

Assistant

RMD @rmd_m

Art Director

Leo @__leeoh

Set designer

Ho Chun @chun_cl_

Props Man

Tung @twolayers2

Hair

Ziggie @ziggggie

Makeup

KK Tang @_k.tang _

Styling

Gel @gel.yiu}
_{Special Thanks to LP CLUB.}

_{Physical Album Photography
Photographer

Dung Ngo
Styling

Dung Ngo

Lighting

Bam Tran}

Concept

Sign of The Times

The visual identity draws inspiration from the structured, institutional nature of a museum, where memory, emotion, and artifact are preserved within a system of order. By fusing the bureaucratic, hierarchical language of archival systems with a sense of personal sentimentality, the identity reflects how regrets and memories are often catalogued, revisited, and reinterpreted over time.

Packaging Design

TBU

Artefact Design

Each track in the album is represented by a symbolic artefact, carefully curated as a sentimental keepsake that directly relates to the song’s lyrics. These objects encapsulate the emotional core of each story, serving as visual metaphors drawn from moments of longing, regret, or personal reflection. Though varied in form, the artefacts are unified through a consistent lighting and material language, reinforcing the systemic, archival nature of a museum.

Merchandise

The project expands into a line of thematic merchandise designed to feel like mementos from an emotional exhibition. Key items include enamel pins, leather tags, and bookmarks. Each product carries forward the album’s symbolic language while offering fans tactile, personal extensions of the listening experience.

Concert & Booth Design

The visual identity extended seamlessly into the concert tour, encompassing booth design, stage graphics, LED screens, and environmental visuals. With over 22,000 attendees across the country, Bao Tang Cua Nuoi Tiec became the most attended concert tour by a Vietnamese solo artist in 2024.