VinMart and VinMart+ retail systems have been rebranded as WinMart and WinMart+. (Designed In-house)
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VinMart and VinMart+ retail systems have been rebranded as WinMart and WinMart+. (Designed In-house)

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QuickCase (~2 Min)
Curated by Brandcoat
Last updated on
May 14, 2024

In the first quarter of 2022, the VinMart and VinMart+ retail system completed its transformation and changed its name to WinMart and WinMart+. This rebranding was a crucial part of WCM's strategic direction to enhance the shopping experience for Vietnamese consumers, providing fresh and premium goods. The transformation aimed to improve product quality and services, with a strong focus on customer satisfaction. The restructuring of the system and organizational structure began after Masan took over the VinCommerce system. The company increased benefits for member customers through a customer care application.

Winmart main logo.
Winmart main logo.

The rebranding from VinMart to WinMart and WinMart+ did not significantly change the brand's dominant red color. However, the company emphasized that the rebranding would bring substantial improvements in quality, goods, and services. The new branding received mixed feedback from consumers, urging the business to put more effort into managing and providing products to retain existing customers and attract new ones.

WinMart is the new brand identity for the grocery store chain.
WinMart is the new brand identity for the grocery store chain.

During the rebranding process, the arrangement of WinMart+ products was changed, with items clearly divided into areas for easier searching by consumers. WIN also introduced attractive incentive programs for housewives and local market shoppers to access quality fresh products such as MeatDeli meat, WINEco clean vegetables, and imported fruits at reasonable prices.

How WinMart organizes their goods.
How WinMart organizes their goods.

Furthermore, to attract high-class customers, WinMart launched its first Premium model supermarket in April 2023. This new model offers high-quality fresh produce, imported goods, and a diverse range of ready-to-eat products. With a store design created by French architects, it showcases modern design elements and smart display shelves. WinCommerce plans to expand the Premium model to central locations, further enhancing the shopping experience for discerning Vietnamese consumers. sads

Introducing HCMC's first Winmart premium concept shop.

The rebranding process also saw the integration of the newly launched Dr.Win drugstore chain and Techcombank transaction CDM, providing convenient medical and financial solutions to meet diverse consumer needs. By focusing on enhancing the consumer experience, product quality, and service offerings, the rebranding of WinMart from VinMart demonstrates Masan Group's commitment to meeting the evolving demands of Vietnamese consumers in the retail market.

Winmart brand assets and applications
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Winmart brand evolution
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Brand Portfolio and Hierarchy
Winmart's visual identity and design awards
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Brand name
Convenience store
Founded year
Vietnam Market Entry
Origin country
Project context
Release date
January 2022
Signature color

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