Snack food packaging is the sort of design that’s so ubiquitous, we take it for granted. The chips and candy aisles of a grocery store are teeming with some of the most iconic and masterful branding and packaging design in our culture, yet we rarely consider or appreciate these feats. Well, most of us haven’t, that is. But Vi Nguyen isn’t most of us.
Nguyen is the artist behind Beaded Bodega, a project in which she recreates the packaging of beloved snack items in hand-beaded form. As an ode to her Vietnamese heritage, New York City bodegas and handcraft, Nguyen’s creations illuminate the beauty of junk food packaging that’s otherwise overlooked. In doing so, she has amassed a robust following of fellow snack lovers, tapping into the nostalgia inherent in these products and charming all manner of sweet tooths beyond.
I asked Nguyen a few questions about Beaded Bodega and the hand-beading art form she’s immersed herself in. Her thoughtful reflections are below.
When did you first get into the wonderful world of hand-beading embroidery? What’s your origin story?
My talented mom used to hand-sew all her clothes growing up in Vietnam, often adding embroidery details. As a child, she would hand-make all of my Halloween costumes. So growing up around a needle and thread was always familiar. Because of my mom, I always found myself crafting something right beside her.
It was love at first bead.
In 2020, when we were all stuck at home and craving creative outlets, I rediscovered traditional hand-embroidery. I took one workshop years ago, but wanted to learn new techniques. As a self-taught artist, during my research learning, I stumbled across the glitz and glam that beads provided to embroidery pieces. It was love at first bead.
Diving into this new art, I saw a lot of incredible wearable beadwork out there, but knew that wasn’t my personal style. For me, there was no sense in creating something you wouldn’t wear yourself or enjoy making. I wanted to make something that felt “me,” but could still connect to others. As someone fueled by snacks, that’s what truly resonated with me, and I could only hope it would with others— and to my delight, it did!
Also during this time, I had moved from New York back to California, and this was an ode to everyone’s beloved community bodegas. A New York bodega— a small owner-operated convenience store— is the staple part of everyday life in the city. From morning bagels to late-night snacks, a lottery ticket, or a last-minute household essential, bodegas have it all. Leaning into the bodega idea gave me an area of focus when creating— beading snacks first, but the bodega concept provides endless creative opportunities.
Welcome to your newest corner store, Beaded Bodega!
I love the idea of transforming food and everyday essentials into an unexpected and fun medium.
What is it about the medium of beads that you love so much? What’s your favorite part about the beading process?
I love the idea of transforming food and everyday essentials into an unexpected and fun medium. Something familiar viewed through a different lens. Beads turned my designs from feeling flat into something with amplified, bright and shiny colors and texture. I like how beads can really attract the eye and make you look just a little closer.
My favorite part of the beading process is beading typography. I find it the most challenging but I enjoy the challenge, as it helps me refine my skills. When I start beading a new piece, I typically start with the logo. Pulling that first bead through a fresh piece of felt is just as satisfying as beading that last bead in.
It’s amazing to see these tiny glass products pull together and create something beautiful.
What is it about the design of kitschy packaging that you find so compelling? Why does that source material inspire you to recreate it in a beaded form?
Packaging design is often what attracts a buyer, probably now more than ever. For me, as an artist, packaging has so many different elements to transform into beaded embroidery, from shapes, colors, typography, characters and the food itself, all in one picture. Even some packaging designs of my favorite snacks, where I thought the designs felt “too minimal to bead,” turned out to be my favorites once transformed into beaded art.
I never feel stagnant in creating, especially since companies will go through a rebrand at some point. With my luck, it’s right after I complete beading their product.
I like how beads can really attract the eye and make you look just a little closer.
Why do you think your work has resonated so strongly with the masses?
There’s a big nostalgia factor in what I create, especially with my Asian- and vintage-inspired snacks. Nostalgic memories can evoke a feeling of connection or belonging. I love that my work can conjure up a memory and bring people back to a time in their lives.
I also think food is such a common ground for so many things. The truth is, we all eat! In my world, when getting together with friends, family or even strangers, food of some sort is always involved. I believe exploring different foods is an incredible way to learn about other cultures and communities, or even just an individual person.
Nostalgic memories can evoke a feeling of connection or belonging. I love that my work can conjure up a memory and bring people back to a time in their lives.
Lastly, the aspect of community is what I’ve loved the most about diving into this new art. I’ve gotten to interact with a community of snack and food lovers, other creative artists, chefs and everyone in between through this art. I’ve been blown away by the different communities that Beaded Bodega has reached and resonated with.
I love asking people, “What’s your favorite snack that you’d like hand-beaded?” It’s a great conversation starter because everyone has an answer and a story to accompany their choice. It’s a fun way to connect and get to know someone.
Now that Beaded Bodega has amassed such a following, do you have any long-term goals for the project?
Yes, my next step is to get my art out there and into the hands of snack and art lovers.
I want Beaded Bodega to embody that aspect of community. I hope to host art shows so folks can come gather, mingle, snack, enjoy, and purchase my art. I will be having my first art show soon, which will be my first go at selling my art. Stay tuned!