This transition signals the brand's ambition to embrace a more expansive and expressive portfolio that will nurture the well-being of the next generations.
The new brand strategy and visual identity will roll out the new system across all physical and digital touchpoints, including packaging, web presence, retail stores, and corporate assets, starting July 2023.
Fueled by the belief that food is the promise that you can take care of yourself and others, Vinamilk has gone to interminable lengths to ensure that people are taken care of so that they create the life they care to live. The clarified brand strategy and dynamic visual identity reflect this unwavering commitment.
"This is our first step to modernise the Vinamilk experience and create a robust blueprint for growth. We have been caring for our nation with food, and will continue to extend this mission to making food for what the nation cares about. I believe that our efforts to transform Vinamilk while staying true to our heritage will ensure the brand's relevance as a quintessential and indelible part of Vietnamese life for generations to come." – CEO Mai Kieu Lien shared.
The new and exciting brand identity is the result of a world-class local and global partnership with over 55 talented multi-disciplinary individuals across 10 nations. Spearheaded by Duy Dao of Studio DUY, in collaboration with brand strategy maven Karin Fyhrie of Sovereign Objects, Vinamilk selectively assembled the all-star team of veterans to balance global standards and local insights. Each piece of the fresh identity has been meticulously crafted to capture the distinct personality of the brand: bold, endearingly wholesome, and unapologetically confident.
The new look sets up the brand to defy categorisation as "just a dairy-brand", standing in stark contrast to the existing uninspired dairy aisles around the world. "The sophisticated design system allows the brand to move fluidly across categories and mediums, from packaging to printed material, while maintaining a cohesive voice that perfectly captures the explorative Vietnamese spirit," – Vinamilk's in-house Creative Director Megan Bowker shared.
Vinamilk is a heritage Vietnamese brand and we want to honour this legacy. Together with a radically simplified brand strategy for clarity and fluid design system for flexibility, we look forward to telling the Vinamilk stories in a more inspiring and hopefully to engage more intimately with our consumers.
