Vinamilk announces a new brand identity

After 47 years of constant efforts, Vinamilk is gradually becoming a leading food company, continuing to expand its core mission of "caring" to be more suitable for the new development stage.

Raising the brand level with a new strategy and positioning, the brand identity clearly shows the "bold, determined, always being yourself" personality of Vinamilk and embodies the youthful energy source with full desire of the Vietnamese.

For decades, the Vinamilk brand has taken care of nutrition and health for many generations and has become a symbol of resilience and development. Vinamilk started from zero and overcame all barriers in the spirit of having to do everything in order to bring the best nutrition to everyone in every home.

From the first baby formula milk factory restored with pure Vietnamese technical capabilities in 1989 to the pioneer farm and factory achieving carbon neutrality in ASEAN, or from the first Dielac formula milk researched to suit the physical condition of Vietnamese children to a portfolio of more than 200 products for all ages, Vinamilk always aims at consumers with all determination, so that each product is a promise that “You can take good care of yourself and the people you love”. This is also a proud and inspiring journey of a Vietnamese dairy brand reaching a significant position in the world dairy industry, with billions of dollars in value and great potential.

Sharing about this strategy, Mrs. Mai Kieu Lien, General Director of Vinamilk, said: "The repositioning effort marks our first step to modernize the experience and create momentum in the future. Vinamilk has taken care of all Vietnamese people over the years and will continue to expand this mission to improve the quality of life for everyone through the best food products".

Renovating and upgrading the brand identity is just the beginning

The new identity was implemented methodically and invested carefully, the result of a long year of preparation by leading experts and consultants on the strategy and brand of Vietnam and internationally at the world level.

The current Vinamilk’s Creative Director Megan Bowker will be responsible for implementing the brand identity project in the near future. In addition, there is Mr. Duy Dao, Creative Director of Studio DUY, in collaboration with brand strategy expert Karrin Fyhrie of Sovereign Objects.

Vinamilk's new design language is a delicate balance between the core aspects of the brand: traditional values with a new step forward and Vietnamese heritage with an aspiration of reaching global.

Vinamilk's new logo is updated from emblem to wordmark. The word "Vinamilk" is written with strong, liberal handwriting; the overall logo is simple but bold and impressive, and it carries the identity of "always being yourself" as the brand’s new spirit. The smiley on the dot of the letter "i" increases the familiar sense of a Vietnamese spiritual care brand and stature. The image of a milk drop in the belly of the letter "a" in Vinamilk, along with the words “Est 1976," reminds us of the values that have made Vinamilk’s stand in the hearts of consumers over the past time.

The two main colors, "Brilliant Green" and "Sweet Cream," are both familiar and strange, leaving a deep visual impression when combined with a tropical color palette inspired by a rich culinary culture stretching across Vietnam.

Most especially, in this appearance, Vinamilk introduces three custom-designed fonts, a system of textures, and a library of hand-drawn illustrations, opening up a world full of Vietnamese life from every corner of the city to delicious food or colorful gift loads. Exclusively created designs will help Vinamilk express its story and message honestly and homogeneously in an era where artificial intelligence is "dominating" with countless machine-generated images.

The new identity will be continuously updated on the entire Vinamilk system, including the website, online sales channel, retail point, store system, and brand publications on product packaging and at all touch points, starting in July 2023.

In step with the times, Vinamilk wants to continue its core values and take better care of everyone and the whole society. "Me and the Vinamilk team are always ready to rethink everything we know and explore new ways of doing things. Only then will the Vinamilk brand truly endure, reflecting the energy, passion, and potential of the Vietnamese. The next step is opening so that each Vinamilk product continues to accompany you and your loved ones," said Mrs. Mai Kieu Lien.

"Greening" the social network with "Brilliant Green and Sweet Cream"

After Vinamilk officially announced the new logo and brand identity on July 6, this brand has recently introduced a tool that allows users to create an avatar with their own name in the style of the Vinamilk logo. This trend is "greening" the social network after only a few days of launch. Experience more here.