Been leading the market for more than 50 years, Biên Hoà Sugar is the most well-known sugar brand in Vietnam and its product are widely distributed across all GT and MT channels. As an essential commodities, the sugar category which has always been highly competitive by unbranded sugars, now faces an even tougher challenge as consumers begin to perceive sugar is bad for their health.
Creative Director: Shi Nguyen
Art Director: Huy Nguyen
Graphic Designer: Huy Nguyen
Account: Jun Nguyen
at Nar8 Studio
In order to strengthen its position in the long run, TTC decided to revamp Biên Hoà Sugar identity with a simplified portfolio and brand new packaging design. Since the business problem is not in the brand reputation, we decide our foremost job is to soften the industrial feel of the packaging to let the consumers gain trust from the authenticity and genuineness.
We create a more natural undertone by stripping down the souless gradient and geometric pattern and replace it with simple solid color with sugarcane real image. The typeface is the key to bring a raw, genuine feeling to the packaging. We use a vintage font with diacritical marks inspired by the Vietnamese vernacular signage in the 80s - letting the design less functional and gain a more playful vibe.
