In 2015, The PAN Group made a 180-degree transformation from a national leader in the field of industrial hygiene management (Pan Pacific) to a regional leader in the field of Agriculture and Food. Their mission is to nurture the world, together with the ability to establish & connect the value chain and traceability, improving the quality of Vietnam's agricultural products to meet the demand for a healthier lifestyle. To demonstrate the mission, the project’s main goal did not focus on repositioning The Pan Group in a new industry, but its product and business differentiations and the sense of a new source of vitality for Vietnam's Food and Agriculture.

The PAN Group brand repositioning project started with in-depth interviews with the Board of Directors, together with market research and opinions from industry experts to identify the key building blocks for the Group’s brand positioning and brand differentiation strategy. The PAN Group possesses the ability to innovate accordingly to the world technology standards, taking advantage of the long-accumulated experience, the understanding of the soil, the raw materials, the local characteristics, as well as the strength of unity and high commitment of the Group: true works, true wellness, making products that their families enjoy. All of those values are converged into the brand strategy and harmonized by the brand's 3 characteristics: Visionary - Pioneering - Humane. 

"The Bronze Drum of Revival'' is the big idea for The Pan Group’s brand identity. The logo is based on the 14-rayed sun at the center of the ancient Ngoc Lu bronze drum - the energy source that bestows vitality, depicting 3 circles of the patterns on the drumhead that represent 3 symbols of modern clean agri-food chain: Farm - Food - Family. Visually, that the circles on the drum using industry-specific symbols are put on the mature & natural green tone and luxurious & prestigious gold creates the impression of a brand with strong determination and the ability to make differences, a brand that can elevate Vietnam's agriculture & food industry, bringing echoes of the bronze drum to the global market but still maintaining its Vietnamese identity and voice.