Note: The actual product is different to demo.

Late 2018, we got a design brief from Betrimex, owner of Cocoxim, well-known as the first successful Vietnamese beverage brand on international market. They want to launch a new category of canned coconut milk for cooking, then they found us.

Credit | Creative director Vuong Nguyen Designer Thien Huong Ngo, Vuong Nguyen Project Manager Noel Tran, Vy Nguyen Final artist Thien Pham

Kind of a hand over from another design agency, the works were stunning, very neat and inspiring. But with all respect, we thought, it will be better for us to start fresh and build things from scratch. So we roll our sleeves up and do it. First is the logo.

Bến Tre is also my grand father and my father’s home town. Even though, I was born and raised here, Sài Gòn city, but I still have unforgettable, rich and lively childhood memories about Bến Tre.

So when they called me to take brief, I felt moved and I thought to myself, this is the chance I can do something for this land. Then I start to sketch with pen and notebook instead of an electronic sketch pad. More emotions will be transferred to the pages naturally, I believed.

We tested out many of color options until the final labels as on the market currently. I personally, still think these pair of colors is best fitted with ‘organic’ brand positioning and product concept. Again, the ‘organic’ part need to come out, the color code, color combination, the material for the label need to speak it out loud ‘Hey, I am an true organic product’.

I wished the label material was kind of paper, has a little bit of texture, a bit rough even cellulose fibre still there is fine too. It will bring joy to the finger tips which picked the product up, spark a connection and deliver the brand message. Sh*t, I love it when talk about it.