Vinamilk, the original Vietnamese dairy brand, has taken on an ambitious brand transformation marking its first update in 47 years since its establishment. Building for the future, fueled by its rich legacy, the company describes the brand strategy and supporting visual identity as “bold, endearingly wholesome, and unapologetically confident”.
The transition signals the brand’s ambition to embrace a more expansive and expressive portfolio that will nurture the well-being of future generations. The new brand strategy and visual identity will roll out across all physical and digital touchpoints, including packaging, web presence, retail stores, and corporate assets, starting this month.
“This is our first step to modernize the Vinamilk experience and create a robust blueprint for growth,” said CEO Mai Kieu Lien.
“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.”
For decades, Vinamilk has become a beloved brand that nourished Vietnamese generations during times of scarcity and became an indelible symbol of growth and resilience. From the first infant formula factory, rebuilt with pure Vietnamese engineering prowess in 1989, to the most recent inaugural of ASEAN’s first carbon-neutral dairy plant, Vinamilk has pushed the boundaries and redefined what is possible.
Fueled by the belief that food is the promise that you can take care of yourself and others, Vinamilk has gone to great 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, the brand said.
Brand Update Part of Vinamilk’s Blueprint for Growth
The new brand identity is the result of a world-class local and global partnership with over 55 multi-disciplinary individuals across 10 nations. Vinamilk selectively assembled the team of veterans, including Duy Dao of Studio DUY, in collaboration with brand strategy maven Karin Fyhrie of Sovereign Objects, 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 system is developed to cover the wide range of needs as Vinamilk continues to grow and expand, while delicately balancing the juxtapositions of various dimensions core to the brand: blending tradition with innovation, beckoning challenge with warmth, cherishing nostalgia while embracing progress, and celebrating our Vietnamese heritage while embracing global aspirations.
“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.”
The new identity is strongly anchored in Vinamilk’s name and equity, energized by an entirely new wave of vibrant tools inspired by the regional culture, from detailed hand-drawn colored pencil illustrations to the endless library of patterns and textures. The result is a more versatile, crave-able, and tasty design system that demonstrate their value of craft and attention to detail.
The new look sets up the brand to defy categorization 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,” said Vinamilk’s in-house Creative Director Megan Bowker.
Highlights of the rebrand
Logo: Vinamilk now becomes a distinctive wordmark to honor the built-in legacy of the brand name. The logotype has been carefully crafted with a unique hybrid-serif letterform to be bold yet inviting, designed for optimal flexibility and presence. The humanist hand-drawn curves pay homage to the brand’s heritage while exuding the confident, timeless, and whimsical nature of the brand.
Typography: Vinamilk now has an entirely tailor-made typographic system designed by Yellow Type Foundry and Studio DUY. The contemporary combination of typefaces serves the brand’s wide range of needs and reflects its multifaceted personality from brave challenger to wholesome nurturer.
Color Palette: The brand’s original blue has been reenergized and upgraded to maintain 47 years of visual equity while optimizing for new digital environments, and is balanced by a soft cream that adds a touch of authenticity, taste, and warmth. These core colors are accompanied by a vibrant and diverse secondary palette inspired by unique local produce and food ingredients.
Pattern & Illustration: An imaginative library of hand-drawn illustrations inspired by the rich artistic heritage of the nation exudes the liveliness and dynamism of Vietnamese life. These illustrations allow the brand to showcase its stories with authenticity and charm in the age where AI reigns with computer-generated images.
You can see more of Vinamilk’s new visual identity here
