More Than a Dairy Brand
Vinamilk new logo and visual identity X Studio Duy & Megan Bowker
Established almost five decades ago, Vinamilk has evolved into more than a household name in the dairy industry of Vietnam. It is a source of national pride and stands tall as one of the leading dairy producers on the global stage. Serving millions across 50 countries, Vinamilk has become a symbol of sustenance and care, its legacy transcending time and bridging generations. As times change and consumers evolve, so has Vinamilk. Recognizing the need to adapt to the vibrant and changing consumer landscape of Vietnam, as in 2023 Vinamilk embarked on a journey of full brand transformation.
Vinamilk, chose to embrace its true self, moving beyond the imagery of happy cows to a visual identity that is bold, wholesomely endearing, and unapologetically confident. This pivotal move was steered by a creative alliance of local and international talent, namely the creative forces from Studio DUY and the visionary direction of Megan Bowker.
The brand firmly rooted in Vietnamese soil since 1976, began its journey as Southern Coffee-Dairy, a state-owned enterprise. Over the years, especially after the pivotal change in 2003 to Vietnam Dairy Products as a joint-stock company, the brand has seen its logo evolve subtly. Despite these changes, for two decades, the core brand strategy and messaging remained consistent, comfortably familiar yet static against the backdrop of a rapidly transforming Vietnam. However, the year 2023 marked a watershed moment in Vinamilk's history. The brand undertook a significant transformation, the first of its scale in 47 years, signaling not just a change in design but a revolutionary shift in brand strategy.
The rebranding of Vinamilk is far from superficial; it’s a resolute affirmation of their legacy while advancing boldly into tomorrow. The reimagined visual identity captures the spirit of the brand, echoing the belief that food is a promise of care for oneself and for others. Vinamilk's dedication is evident, ensuring their products are synonymous with genuine well-being. The new brand strategy and visual identity are not just an emblem but a conviction, encapsulating the essence of Vinamilk—it's not another dairy brand, it's the 'Art of Life.' With statements like "CARE TO CHANGE, CARE TO MAKE, EXPECT THE BEST SINCE 1976," Vinamilk reaffirms its commitment to excellence and innovation since its inception.
Embarking on a comprehensive rebrand for a colossal brand like Vinamilk, with a vast portfolio of products and sub-brands catering to a diverse audience—from pregnant women and infants to the elderly—poses a unique set of challenges. Each product speaks to a different segment of the market, yet all resonate under the overarching banner of Vinamilk. The transformation journey involves more than just crafting a new identity; it requires the development of a cohesive visual system that encapsulates the brand's ethos and messaging. This system must be versatile enough to adapt across all physical and digital touchpoints, ensuring that the brand's narrative is consistently conveyed whether on a milk carton in a supermarket or on a digital ad in cyberspace.
The key to this challenge is not just the introduction of a fresh logo or tagline, but the establishment of an integrated design language that can pervasively empower the brand’s extensive product line. This unified visual system must not only honor the brand’s storied history but also be flexible enough to evolve with future expansions. It’s a delicate balance between maintaining brand recognition and embracing innovation, ensuring Vinamilk continues to nurture trust and loyalty across all demographics, with every product they offer.
Building on this foundation, the redesigned Vinamilk logo honors its 47-year heritage while heralding a future rich with growth and innovation. The logo, now articulated in strong, liberal handwriting, captures the essence of the Vietnamese spirit. The dotted 'i' in Vinamilk's new wordmark carries a subtle yet heartwarming smile, evoking feelings of familiarity and intimacy with a brand that has journeyed alongside you through life. The design includes a milk drop nestled in the curve of the letter 'a', an elegant allusion to the brand's dairy origins, coupled with the inscription "Est 1976", proudly commemorating the inception of Vinamilk's story. Moreover, the introduction of two logo variations—a complete wordmark and a singular 'V'—provides Vinamilk with unparalleled versatility, ensuring preparedness to integrate seamlessly into various mediums, from digital landscapes to physical packaging.
The typographic renaissance at Vinamilk is embodied in three exclusively designed letter sets: Vinamilk Display, Vinamilk Standard, and Vinamilk Text. Crafted collaboratively by Yellow Type Foundry and Studio DUY, these fonts present a tailor-made typographic system that meets the brand's versatile demands. The range in typefaces reflects Vinamilk’s multifaceted persona—from the audacity of a challenger to the warmth of a nurturer.
Vinamilk's color palette has undergone a poetic transformation. While the brand’s signature blue remains, its depth and vibrancy have been enhanced to resonate with modern sensibilities and is complemented by a rich cream color, symbolizing the brand's core colors. Yet Vinamilk’s vision extends beyond these two colors, embracing a more colorful representation reminiscent of Vietnam’s rich cultural tapestry. A tropical color palette—consisting of 28 shades inspired by local delicacies like spring onion, star apple, and dragon fruit—speaks to the brand's dynamic and culturally-rooted identity.
The visual system is further enriched by an extensive library of patterns, capturing the effervescent spirit of Vietnam. Simple yet versatile elements such as lines, checker squares, stripes, and grids form the basis of these designs. When combined with the brand's newly-introduced color spectrum, these patterns take on a life of their own. They are cleverly integrated into various brand materials, ensuring coherence across all touchpoints. This strategic use of patterns adds a layer of depth to the brand's narrative, allowing Vinamilk to stand out, whether on the shelf or in fashion, communicating energy and abundance through design.
Also, the rebranding initiative of Vinamilk took a remarkable turn with the infusion of hand-drawn illustrations, reminiscent of vintage Vietnamese posters, stamps, and artwork. These illustrations do more than embellish; they narrate the essence of Vietnam's vibrant culture and the brand's profound integration into everyday life. The illustrative library pays homage to the nation’s cultural narrative, aspiring to convey stories that resonate from the local terrain to global audiences. It reflects the fabric of Vietnamese society, from the bustling city corners to the local street fares. Vinamilk emerges in these stories, interwoven into the rich tapestry of daily Vietnamese life, adding color, vibrancy, and texture to a familiar world. In an era dominated by AI and digital imagery, these hand-crafted visuals stand out, offering a genuine and captivating storytelling medium.
In addition to illustration, Vinamilk's new brand imagery rejects the artificiality of computer-generated farms and repeatedly smiling cows. Instead, it embraces authentic, lively photography that reflects the true vibrancy of Vietnamese life. The visuals resonate with consumers' genuine experiences, demonstrating how Vinamilk naturally fits into their daily routines—from meals to happy moments. The imagery now includes real and relatable people from different generations who are linked by the common thread of Vinamilk. Internally, the spotlight shifts to the company's workforce, highlighting their pride and satisfaction as members of the Vinamilk family, humanizing the brand and fostering a genuine connection with its audience.
The synergy between the visual language and creative execution allows the brand to communicate its personality without barriers. It speaks in tones both soft and commanding, echoing the natural cadence of Vietnamese conversations. Vinamilk's brand voice is an amalgamation of boldness, determination, and generosity, grounded in authenticity. The brand's narrative is punctuated with statements like "Care to Change" and "Expect the Best," embodying a youthful and ambitious spirit. The launch of the new brand identity was met with considerable buzz, showcasing the creative evolution of Vinamilk. Moreover, an innovative campaign allowed individuals to personalize the Vinamilk wordmark in their own names, fostering a sense of ownership and engagement with the brand. This initiative cleverly captured the digital zeitgeist, trending across the internet and sparking conversations about Vinamilk's transformation.
In the world we can touch and see, every aspect of Vinamilk’s new visual identity comes to life. Vinamilk has truly embraced its Vietnamese heritage in every communication and ad. In the tangible realm, the new packaging design transforms regular grocery shelves into a vibrant showcase of their brand. The use of bold colors and creative designs not only captures shoppers' attention but also leaves a lasting impression. This significant transformation is about more than just a new look—it's about reshaping how people interact with Vinamilk. They aim to be more than just a leading brand; they're integrating into the daily lives of consumers. By focusing on the actual product experience, Vinamilk ensures that their brand is not only observed but also fully experienced during the shopping journey.
Transitioning into the digital domain, Vinamilk's identity took on a new vibrancy. Gone was the traditional, forgettable online presence, replaced by a distinctive, engaging user experience across websites and social media. Leveraging the power of its visual overhaul and consistent brand voice, Vinamilk brought the authenticity and energy of its physical branding into the digital world. Online platforms became lively, interactive spaces, inviting users not just to view but to engage with the brand. Every digital touchpoint was thoughtfully designed to create a memorable brand interaction, building a community and personal bond with the audience. This strategic digital engagement marked a significant milestone in Vinamilk's journey, enriching its narrative within the digital ecosystem.
“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,” said Vinamilk’s in-house Creative Director Megan Bowker.
"This is our first step to modernize 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.
Vinamilk's unveiling of its refreshed brand identity is a significant milestone in its journey to enhance brand equity through a comprehensive and targeted brand strategy. Aimed at resonating with current customers and attracting the next generation of consumers, this strategic move has already yielded promising results. The brand has achieved an impressive VND 31 billion in earned media value, a testament to the successful penetration and influence of Vinamilk's branding efforts within the consumer market. This performance is elaborated in the corporate development financial summary and earnings presentation for the first half of 2023. Furthermore, Vinamilk has reported its highest profit for Q3 2023 in two years. This financial upswing occurs as they persist in innovating and expanding their brand presence, both within the local Vietnamese market and on an international scale.
Overall, while this successful rebranding is still in its early stages, with more products to be transformed and additional media strategies to be implemented, its most significant achievement is the lasting impression that Vinamilk's transformation has already made on the Vietnamese community's cultural fabric. The new identity is more than just a visually appealing improvement; it has established a standard that emphasizes the significant effect of branding on business dynamics and national growth. Vinamilk's evolution inspires other businesses to reconsider the value of branding and consider how a well-executed brand strategy can drive business success while also contributing to the country's advancement.
