Kimchi – the world famous Korean food is now produced under a new local brand Vị Lành in Vietnam. Vị Lành means ‘good taste’ and they want to deliver the best kimchi by using fresh Vietnam-planted ingredients and traditional method from Korea. 

When it comes to the brand identity, we find the ideas from the nature – one of their main values. We’re interested how the vegetable has geometric structures that build their body. The logo is designed from those life-lines. The packaging is a story of traditions. Based on the character set of Korean, we develop a new style of handwriting Latin letters. These letters are used to create product names and labels. Illustrations are also watercolor-drawn as this type of art is very popular in Asian countries including Vietnam and Korea.