Overview
The major brand of IDP (Sữa Quốc Tế) Kun Milk stands out as Vietnam's beloved choice for children's milk, renowned for its captivating animated series, "The Incredible Farmer Family," and "The Dark Powers." For generations, these animated tales have captivated young hearts across the nation, making Kun Milk an enduring favorite among kids.
Beyond providing quality dairy products, Kun Milk is committed to fostering educational initiatives. Through popular programs like "Kun Stronger", "Kun Environmentalist", and "Kun Better", Kun Milk brings its enchanting world to life while guiding children along positive pathways. These initiatives aim to merge entertainment with education, allowing children to explore the world of Kun Milk while learning valuable lessons about staying active, protecting the environment, and embracing goodness.
Brand Strategy
In a strategic move aimed at captivating the new generation of children, Kun is undergoing a complete revitalization, stepping boldly into a new era. The brainchild of this transformation is the visionary concept of "KUNIVERSE," a gateway inviting children consumers, who're not like the other competitors, pick their own milk, into a realm of boundless goodness.
Solutions
Each element of the brand experience, starting from the MN Kun font that mirrors the playful authenticity of children's handwriting to the pixel-inspired design, encapsulates the real-life learning and playing experiences of today's kids. These elements form a gateway into the vivid, digitally enhanced, 3D, and dynamic KUNIVERSE, promising an immensely enjoyable journey.
Character Redesign
In a visionary leap, our fresh brand direction unveils an entirely reimagined Kuniverse. Through meticulous character redesign, we've enriched the Kun family with enhanced depth, immersing them in vibrant digital environments akin to the futuristic landscapes where today's children explore and play. Our focus is on seamlessly aligning these characters with the ever-evolving digital world, forging a powerful connection between Kun and the captivating digital experiences shaping the future.
Live Action Figures
Expanding beyond packaging and the digital sphere, Kun is collaborating with Madlad Figures Lab to create live action figures of its iconic characters. This innovative move aims to bring Kun's world to life, offering interactive educational tools that ignite children's imaginations and make learning more immersive. These figures transcend collectibles, becoming educational companions that turn Kun's fantastical universe into a tangible and enriching experience for young minds.
Approach
This revitalized approach aims to resonate with the digital-savvy youth, infusing Kun with an aura of excitement, vivacity, and coolness. It's a collective effort to reinvent Kun's brand touchpoints, ensuring that each interaction invites kids into an immersive, exhilarating, and delightful journey through the redefined Kuniverse.
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Design firm: M — N Associates
Creative Director: Duy — N
Design Director: Phúc Trần
Art Director: Bảo Trương
Designer: Anh Nguyễn, Bảo Trương
Project Manager: M — Lan
Creative Director: Duy — N
Design Director: Phúc Trần
Art Director: Bảo Trương
Designer: Anh Nguyễn, Bảo Trương
Project Manager: M — Lan
Figure Photography: Wing Chan
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