Based on this positioning it was crucial to differentiate the brand’s look and feel in brand identity design and packaging design, against the competitors who position their brands more on modern lifestyle trends like Korean noodle recipes & foreign lifestyle trends.
The brand identity developed incorporated visual references to the very famous Vietnamese Đông Sơn drum graphics and the typography references to signages of typical Vietnamese noodle restaurants.
The brand identity & tagline “Traditional Vietnamese taste & flavors” is housed within a red & golden holding shape for maximum visibility on shelf.
The packaging design was developed with the product shot as the key visual element to highlight the traditional recipes and flavours cues.
The overall on-shelf brand impact is delivered through the different bowls banding together. Within the brand block, colour coding of each variant creates a strong colour blocking effect to support variant identification.
Lennart Schaberg, red brand builders Creative Director, commented:
“It was important for us to bring out the traditional Vietnamese values and flavours without falling into clichés and loosing appeal to the younger audience. The work created is a great blend of traditional elements & todays global graphic design trends that appeal to local Vietnamese.”