“The announcement of the new brand identity is the first step in 2023, marking a historic transformation after nearly 5 decades of presence in every Vietnamese family. The brand value remains the same, but the operating method is adjusted to create better products, services and experiences for consumers, suitable for the new context”, shared Vinamilk General Director – Ms. Mai Kieu Lien. about the first milestone of the next 5-10 year strategy.
Vinamilk General Director – Ms. Mai Kieu Lien shared the vision of the business when changing brand identity.
Vinamilk's new logo is updated from badge (emblem) to wordmark (wordmark). The word "Vinamilk" is written with strong, liberal handwriting, the overall logo carries the identity of "always being yourself" as the new spirit of the brand.
The smiley on the dot “i” increases the sense of belonging to a Vietnamese spiritual care brand and stature.
The image of a drop of milk in the belly of the letter "a" in Vinamilk along with the words "Est 1976" reminds us of the values that have made the unit stand in the hearts of consumers.
The two main colors "brilliant green" and "sweet milk cream" leave a visual impression, combined with a tropical palette inspired by the rich culinary culture that stretches across Vietnam.
In addition, there are 3 custom-designed typefaces, a system of textures, and a library of hand-drawn illustrations, opening up a world full of Vietnamese life, from urban corners to precious delicacies or full of gifts. color.
Exclusively created designs help Vinamilk present a true and consistent story and message, in an era where artificial intelligence is dominating with countless computer-generated images.
“The repositioning effort marks the first step in modernizing the experience and creating momentum for the future. Vinamilk has taken care of all Vietnamese people over the years, and will continue to expand this mission to improve the quality of life for everyone and every home through the best products and foods,” said Ms. Kieu Lien shared.
The announcement of the new identity attracted the participation of partners and consumers.
The announcement of the new brand identity is an important move for the turning points in the upcoming operations and organizations. Over the past year, enterprises have implemented many synchronous strategies, such as digital transformation in business, marketing, human resources, etc. All management activities are in the international direction and focus on digital transformation. The resonance of these solutions helps the brand optimize operational efficiency, be closer to the market and create an exciting and modern experience for users.
“Freedom, boldness, energy, desire to rise… are the highlight of the new identity, but not separate from the fundamental core that helps Vinamilk make a mark on the market: quality, service, responsiveness. user needs, on the basis of sustainable development, still keeping the heritage value of the brand familiar to all Vietnamese," said Ms. Mai Kieu Lien.
Therefore, although the touch points of the new identity are aimed at the younger generation, they still retain the long-standing customer file. Because according to Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk, this repositioning aims to inspire a youthful, energetic, flexible brand that adapts to the new context in the journey of health care. physical and mental health of Vietnamese people. After 47 years, Vinamilk is gradually becoming a leading food company, continuing to expand its core mission of "caring" to be more suitable for the next stage of development.
Nguyen Quang Tri, Marketing Executive Director of Vinamilk, said that this repositioning aims to inspire a youthful, innovative, creative and trendy brand.
Vinamilk's new design language aims to balance the core aspects of the brand: traditional values with a new step, Vietnamese heritage with aspiration to reach the world.
All ideas are researched in one year by leading experts and consultants on strategies and brands of Vietnam and the world. “International partners posed many questions, when answering questions, seeing the vision and development prospects of Vietnamese dairy company, 55 leading experts in the country and the world have researched and released a set of results. Fresh, dynamic, personality, many unique features of Vinamilk but still close to the Vietnamese people”, shared Ms. Mai Kieu Lien.
The cost is not disclosed, but business leaders are confident that the investment for this change of identity is worth it, because it will touch the hearts of consumers more, not only in product quality, but also in product quality. but also at first sight.
The creative director of Vinamilk shared the idea of integrating familiar materials in the daily life of Vietnamese people into the spirit of the new logo.
The new identity will be continuously updated on the entire Vinamilk system, including website, online sales channel, retail point, store system, brand publications on product packaging and at every point of sale. Touch, starting from July. At supermarkets, shelves, and retail outlets will display in a fresh style, a V-pattern (reminiscent of Vinamilk), products are cleverly arranged, like a picture. .
The orientation of the business is to continue the core values and take better care of everyone and the whole society. “Me and the Vinamilk team are always ready to rethink everything we know and explore new ways of doing things. Only then will the Vinamilk brand endure, reflecting the energy, passion and potential of the Vietnamese people. The next step is opening for each Vinamilk product to continue to accompany you and your loved ones,” added Ms. Mai Kieu Lien.
Vinamilk leaders affirmed their determination to make efforts to research and create, to better meet the needs of consumers.
Founded in 1976, after more than 47 years of development, Vinamilk is currently ranked 36th largest dairy company in the world in terms of revenue, ranked 6th most valuable milk brand in the world with a valuation of 2,8 billion USD and is recognized as the most valuable dairy brand in the world. rated as the most potential brand globally (2022).
Vinamilk currently has 15 farms and 17 factories at home and abroad, with products exported to nearly 60 countries and territories.
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