Vinamilk, Vietnam’s national milk brand, has launched an impressive media campaign with a remarkable brand repositioning after nearly five decades of consumer association. The key element of this strategy is the introduction of a new logo featuring a simple yet sophisticated font, capturing attention and excitement across a broad online community.
Founded in 1976, Vinamilk stands as Vietnam’s leading dairy company, operating more than 20 factories and farms nationwide. Vinamilk offers a wide range of products, including fresh milk, yogurt, cheese, and nutritional products for both children and adults, solidifying its reputation as a prestigious and top-quality brand.
Although there are many big names or imported foreign milk brands on the market, Vinamilk still maintains its position in the dairy industry in Vietnam. With affordable prices, delicious taste and high nutrition, Vinamilk’s dairy products have become a familiar part, nourishing all adults and are a national “milk” dish that almost everyone has used.
Brand Repositioning in 2023
Image Source: Megan Bowker – Vinamilk’s Creative Director
Dân Trí 2023, “Có gì đặc biệt trong nhận diện thương hiệu mới của Vinamilk vừa công bố?”
On July 6, 2023, Vietnam Dairy Products Joint Stock Company (Vinamilk) officially announced and embarked on a new phase of its branding journey. Vinamilk’s brand identity project is led by a world-class creative team: Megan Bowker (Vinamilk’s Creative Director) in collaboration with brand strategy expert Karin Fyhrie of Sovereign Objects. In addition, an exclusive font system called VNM, developed by the cooperation of Duy Dao (Studio DUY) and Yellow Type Foundry. This pioneering project features three typefaces: VNM Display, VNM Standard, and VNM Text. This comprehensive typographic system clearly expresses the Vinamilk brand identity with a modern and professional flair.
1. Logo:
The standout feature of Vinamilk’s new logo is the shift from an emblem to a wordmark. Moving away from the stylized image of a green lawn and blue sky with the words Vinamilk in the middle, the new logo focuses solely on the robust, white “Vinamilk” text and symbols “EST” and “1967” – is the year of birth of this milk brand. Design experts note that this new logo exudes a modern, youthful look, creating a distinctive impression and positioning Vinamilk as the sole dairy brand with an exclusive typeface.
2. Color:
Blue serves as the primary color for the new logo, symbolizing trust, safety, and a commitment to product quality. This color choice also evokes the vast sky and ocean, reflecting Vinamilk’s aspiration to expand and conquer new heights.
3. Modern Vinamilk Font
The VNM font, specifically designed for the new logo, exemplifies professionalism and the blend of tradition and modernity, aligning with Vinamilk’s brand positioning. This innovation extends beyond custom typefaces to include refined typographic approaches and layouts. VNM’s visual language has become more appealing, fully expressing the brand’s personality. The uniformity of fonts across brand identities, such as packaging and websites, ensures easy recognition and recall for customers.
– VNM Display: An outstanding display font used for titles, signs, and logos.
– VNM Standard: A standard font applied to main text in publications and documents.
– VNM Text: A font designed for long, easy-to-read text, ensuring viewer comfort.
Positive Impact of Vinamilk’s Brand Repositioning in 2023
The introduction of the VNM font in Vinamilk’s 2023 brand repositioning strategy has yielded significant benefits, reinforcing its status as Vietnam’s leading brand and highlighting Vinamilk’s clear strategic vision.
1. Enhance Brand Recognition
The consistent application of the VNM font across all publications—from product packaging and websites to advertising and media materials—creates a professional, cohesive, and easily identifiable brand image in consumers’ minds.
2. Enhance Brand Value
VNM represents more than just a font; it symbolizes Vinamilk’s modernity, sophistication, and class. The use of the VNM font showcases Vinamilk’s meticulous investment in its brand image, thereby enhancing brand value in the eyes of customers.
3. Community Engagement:
The campaign encouraging users to create their own name logos in the Vinamilk style has sparked an engaging trend on social networks, drawing substantial community participation. This effective marketing strategy helps Vinamilk reach potential customers, widely spread its brand image, and increase customer interaction.
4. Strengthen Customer Trust and Loyalty
The VNM font fosters a consistent and professional brand experience, thereby strengthening customer trust and loyalty. Customers perceive Vinamilk as a reputable, quality brand that always strives to provide the best consumer experience.
5. Attract Young Customers
The modern, youthful design of the VNM font appeals to young people—Vinamilk’s potential customers. Using this font in communication campaigns targeting young audiences enhances recognition and builds a dynamic, creative brand image among this demographic.
6. Open Up New Development Potential
VNM is a valuable brand asset, opening up numerous new development opportunities for Vinamilk. This font can be utilized in creative products, design services, or collaborations with other brands to enhance communication effectiveness.
Conclusion
The introduction of the VNM font in Vinamilk’s new logo marks a significant advancement in its brand strategy and reaffirms Vinamilk’s leading position in the Vietnamese dairy industry. The modern, sophisticated VNM font has become a new symbol, capturing consumer attention and affection, and promises to propel the Vinamilk brand to greater heights in the future.
Blog Reference:
– BrandCoat, “Vinamilk new logo and visual identity X Studio Duy & Megan Bowker”, https://www.brandcoat.net/post/vinamilk#top
– Toàn Thịnh, “Có gì đặc biệt trong nhận diện thương hiệu mới của Vinamilk vừa công bố?”, Dân Trí 2023, https://dantri.com.vn/kinh-doanh/co-gi-dac-biet-trong-nhan-dien-thuong-hieu-moi-cua-vinamilk-vua-cong-bo-20230707085623299.htm
