The Introduction
THORAKAO is one of the oldest, well-established skincare and cosmetic brand originated in Vietnam. Since the 90s, THORAKAO's products are well-known among Vietnamese women for their skin treatment creams using natural remedies such as curcumin, grapefruit flower, rose petals, and locust. THORAKAO owns its legacy as a reliable and affordable Vietnamese cosmetic brand - made in Vietnam and for Vietnamese women.
THORAKAO'S old design system
The Challenge
THORAKAO's new mission is to expand its target customer group: younger, lives in city, and consider skincare as a lifestyle.
The challenge is to create a new visual identity for THORAKAO that are versatile and suitable for the older Vietnamese women generation and the younger Millennial to Gen Z group of new customers. Moreover, the new direction must carry the brand's legacy: Vietnamese spirit, femininity, and natural ingredients.
The Research
Market Research
The skincare industry in Vietnam is currently growing with more than 90% of international brands and 10% of Vietnamese-originated brands. Due to the globalization effect, skincare product consumers in Vietnam, especially the younger demographic, are open to skincare trends across the world such as organic & natural ingredients, minimalism in packaging, and skincare as a self-care lifestyle.
Product Research
THORAKAO’s product portfolio is well-diversed with different functions for both skin (body and face) and hair care. As the organic and natural skincare trend is happening across the world, THORAKAO has a diverse range of competitors from global to local brands that are providing the same products and functions.
Design
THORAKAO’s biggest problem in design is the inconsistency of the brand language. They have not developed signature brand guidelines including: colors and graphic treatment across their POSM. Moreover, THORAKAO has not been updating their design system since the beginning which lack of modernity and rather look outdated.
The Direction
This rebranding project's challenge is to provide a new visual direction for THORAKAO that suit and work effectively for the old customer group (middle age women, countryside’s residents, low level of aesthetic ) and the upcoming new customer group (Millennials to Gen Z, city’s residents, higher level of aesthetic, minimalism inspired).
Therefore, THORAKAO’s brand image is now an ideology that emphasizes the message of connecting the old generation and the young generation through skincare. Everyone take care of each other's skin through spirit of family care and love.
Credits
Creative Director: Tan Tan
Brand Strategists: Tan Tan, Tuong Vi Ngo
Brand designer: Tan Tan, Minh Khiem Nguyen, Tuong Vi Ngo
Showcase editors: Tan Tan
Content: Tan Tan
Special thank to Alex Dang - our passionate, talented & beloved teacher. We wouldn't have finished this project without your greatest guidance!
