Foods Of Vietnam

Shaping a global food powerhouse brand

In recent years, Vietnam has been through a silent revolution: from a nation hard hit by food shortages, it has become one of the world’s leading producers and exporters of many agricultural products.

Vietnam has become a country with a modern and innovative food industry, dominant in many important product segments. It is even home to the world’s large and important food and beverage companies.
With its natural wealth, Vietnam is tapping into the global trend for natural, healthy and nutritious foods and ingredients. Young and enterprising SMEs are leading the development of premium foods and beverages.
Building and developing a brand of agricultural and food products that enhances the country’s image and effectively promotes the Vietnamese food industry abroad; and in turn raises international awareness and recognition of the value of Vietnamese food, and contributes to export promotion have been a special focus of the Vietnamese Government in recent years. In 2016, the Government assigned the Ministry of Industry and Trade the main responsibility for coordinating the implementation of the project. The Center for the Promotion of Imports from Developing Countries (CBI) under the Ministry of Foreign Affairs of the Netherlands has been actively cooperating with the Vietnam Trade Promotion Agency (VIETRADE) to implement the program.
The ambition of the project was clear: to showcase Vietnam as the food and ingredient powerhouse it is. And the development of the “Foods Of Vietnam” brand was certainly a key part of the project.
What we did
A country blessed with a diverse, rich and fertile environment, resulting in an abundant and varied supply of agricultural products.
It is also one of the sixteen most biologically diverse countries in the world, which translates into important food exports such as fish and seafood.
It is no secret that it is among the top five food exporters in the world with a wide variety of products and with the potential to continue to grow and become even the largest food exporting country in the world..
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More from nature
With this in mind and inspired by the “cone of abundant harvest” and in co-creation with our strategic partner Nationmark (as strategy leader) we developed a value proposition for the brand that defines its leading position in the sector as the “food basket of the world.”
We created the key brand attributes that define its position in the market, defined a clear and relevant value proposition that showcases “Foods Of Vietnam” as a versatile, expert, committed, hard-working brand capable of offering a plentiful and varied range of world-class products to businesses and consumers around the world.
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The world harvest basket
A key element in Vietnamese culture is the basket. The basket is used for harvesting most of the land’s foodstuffs, including the harvesting of fish. And in its different forms we find a rich visual language to develop the brand.
An identity loaded with meaningful
The unique shape of our symbol is inspired by several elements. Mainly in the “basket”, the particular round shape reminds us of the concept of container, representing abundance and all that Vietnam has to offer. The morphology represents the Vietnamese landscape full of valleys, mountains and rivers, and obviously the obvious and main shape of the letter “V”, from the name Vietnam.
The golden color of the isotype represents the brilliance of each product made 
and created in Vietnam as a jewel, and the green color of our wordmark evokes the earth, nature, freshness.
All these elements together give us a symmetrical and holistic symbol that represents balance shield, as a symbol of protection and quality, and also a heart, a reference of healthiness and made with love.
We found a unique logo with a striking visual and graphic concept that gives strength and longevity to the brand.
Vietnam is a country influenced by many cultures, making it a country rich in textures, flavors and colors. From the geometric patterns of the different weaves of the typical harvest baskets to the curved lines of the rice or tea plantations are part of the visual culture of Vietnam.
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The Vietnamese are hard-working, honest, simple people who say things clearly and bluntly and that is an important part of their cultural heritage.
The graphic system, portrays exquisite different weaves as an art form that together with a palette of vibrant, fresh, organic and natural colors represent the rich visual language of Vietnam.
The result is a brand with a global character, which will undoubtedly help strengthen the country’s image and promote the industry abroad. Collaborating from the brand to establish Vietnam as a food powerhouse and as a center of food and ingredient excellence of international scale.
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