Hương is a contemporary incense brand identity inspired by Vietnamese ancestor worship and spiritual rituals. Its branding system combines a smoke-inspired logotype, Yin–Yang patterns, Five Elements color symbolism, and folklore-based characters to translate tradition into a modern visual language. The packaging extends this story through a hexagonal master box, ritual-inspired inner boxes, incense holders, and printed guides, turning the product into a meaningful cultural and sensory experience for younger generations.