On the shelf, shoppers choose in a few seconds. In a café, they remember you after one visit.
Before they have tasted anything, customers trust only the packaging, the sign and the menu. Sinh Vũ makes those things say what the product is really worth.
A big industry with many players: supermarket shelves are packed and every street has its cafés. A clear brand keeps a product from having to compete on promotions.
estimated revenue from accommodation and food services in 2025 (food service not reported separately), 12.0% of total retail sales and consumer services, up 14.6% on the previous year
Source: General Statistics Office, via VnEconomyDecree 111/2021/ND-CP takes effect: goods sold on the domestic market must carry, in Vietnamese, the product name, the name and address of the responsible organization and the origin, plus mandatory content for each product group
Source: Decree 111/2021/ND-CP, Article 1 (amending Article 10 of Decree 43/2017/ND-CP)The Law on Prevention and Control of Harmful Effects of Alcohol takes effect: advertising of spirits at 15 degrees or above is banned (Article 5, clause 7)
Source: Law No. 44/2019/QH14, Articles 5 and 13Each stage has its own brand problem. Once you know yours, you know what to do first.
Design can't replace flavor. But it can fix the pain points that make people walk past a shelf or a storefront without stopping.
From two steps away, shoppers can't tell what it is or whose it is.
One sign that reads from a distance and a clear reading order: product type, name, what sets it apart.
Start from this problemEach new line gets packaging from scratch, and your shelf looks like it belongs to three brands.
A packaging framework: what stays fixed so people recognize the house, and what changes to tell the lines apart.
Start from this problemShoppers ask whether it's the real thing, where it's made and what papers it has.
Bring origin, process and certifications forward as part of the brand story.
Start from this problemSales only move when you discount, and distributors demand high margins.
Packaging, product photos and storytelling all give the same reason to pay more.
Start from this problemThe photos look great, but visitors find the sign, the menu and the cups all in different styles.
Take the identity down to the signage, menu, cups, takeaway bags and uniforms.
Start from this problemSigns at different sizes, paint colors off, menus printed differently at each site.
Guidelines with standards for signs, counters and menus, enough for a contractor elsewhere to get it right.
Start from this problemCustomers pass through five stages before becoming regulars. Wherever the brand falls short, that is where you lose them.
Scroll through videos, walk past a shelf, walk past a venue.
Common mistakePackaging and signs blend in with dozens of similar ones.
Turn the pack over, read reviews, look it up on marketplaces and maps.
Common mistakeOrigin information is vague and product photos are rushed.
Pick it up, compare prices, read the menu, order.
Common mistakeNo visible reason to pay a little more.
Open the pack, eat and drink, take a photo.
Common mistakeThe inside doesn't live up to the outside, or there is nothing worth photographing.
Buy again, recommend, post photos.
Common mistakeCustomers like it but can't remember the name to look it up again.
Drinks compete in the cold case, spices lean on tradition, coffee and tea sell the story of where they grow, and chains sell consistency. Each segment has its own page that goes deeper into the pain points and how to fix them.
Trust signalsOne look tells you the flavor, the chill and the freshness.
Trust signalsOrigin and craftsmanship make the perceived value.
Trust signalsFun to look at, clear flavor, worth the money once you taste it.
Trust signalsTraditional flavor and cleanliness show up together.
Trust signalsFresh, wholesome, with a clear source and clear nutrition.
Trust signalsFast, yet still tasty and wholesome.
Trust signalsLooks fresh and tasty even through a layer of frost.
Trust signalsThe growing region, the roaster and the brewing method are told clearly.
Trust signalsNatural sources and the refinement of the maker.
Trust signalsCertifications and international standards are plainly visible.
Trust signalsFragrant, fresh from the oven, the same at every shop.
Trust signalsThe same quality and the same feeling at every branch.
Sinh Vũ doesn't promise revenue figures. The job is to bring the brand up to the level of the product's quality, so customers choose you sooner.
A great product that blends into the shelf
Shoppers recognize it from a distance and know at once what it is
You want a bigger shelf but lack the confidence
Clear packaging and a company profile to sit down with a distributor
Every new line means starting over
New lines follow a ready framework: quick to make, still recognizably one house
The founder has to inspect every venue
Branch managers get it right by following the guidelines
Three roadmaps by scale. Every roadmap does the core first and the rest only when truly needed.
Suits: A product about to launch, a venue about to open
What you receivePositioning, a name and logo when needed, colors, type, and the first packaging or signage and menu.
Suits: A brand already selling, aiming for bigger shelves or overseas markets
What you receiveKeep what customers already know, rebuild the packaging system for the whole range, a product photo set, and a profile for distributors.
Suits: Café chains, restaurants, franchises
What you receiveBrand guidelines, standards for spaces and print for contractors, and monthly support when needed.
Sinh Vũ has done packaging and identity for tea, coffee, regional specialties, instant food and central kitchens. Each project solves a different problem on the shelf.
2018Hasmony is heritage tea from ancient tea trees hundreds of years old on the slopes of Suối Giàng, Yên Bái. As co-founder and creative director, Sinh Vũ built the positioning, identity…
Taking ancient-tree tea to a high-end segment without the cliché.
Instant porridge is easily seen as a makeshift food, so Sinh Vũ built the identity and packaging for Cháo Life to keep the fresh, clean, wholesome feel even in a pack that cooks in minutes.
Instant food that can still say it is wholesome.
Food Hanoi's Phú Quý noodle line was repositioned by Sinh Vũ around its Thăng Long roots, then built into a packaging system able to hold its ground on the shelf.
Instant food that can still tell a thousand years of flavor.
The principles behind it
At minimum: positioning, a logo, colors, type, and the first things customers see, namely packaging or signage, the menu and a post template. If you plan to open a chain or run several product lines, you also need brand guidelines.
Settle the brand first. Bulk packaging print runs, die-cut tools and print colors are the costs hardest to undo, and doing them first usually means reprinting.
Goods sold on the domestic market must carry, in Vietnamese, the product name, the name and address of the responsible organization and the origin, plus mandatory content specific to each product group (Article 10 of Decree 43/2017/ND-CP, as amended by Decree 111/2021/ND-CP). The design should leave room for this from the start, not squeeze it in at print time.
Advertising of spirits at 15 degrees or above is banned (Article 5, clause 7 of the 2019 Law on Prevention and Control of Harmful Effects of Alcohol). Spirits from 5.5 to under 15 degrees and beer from 5.5 degrees may not be advertised in cultural or sports programs or on outdoor media, except for the signage of the business premises (Article 13). So packaging, labels and points of sale carry most of the storytelling. Have your lawyer review the final version.
You need guidelines with standards for spaces and objects: sign sizes, paint colors, menus, cups and uniforms, clear enough for a contractor elsewhere to get right.
The design phase usually takes a few weeks, not counting test printing and production. The duration of each item is listed on the matching service page.
Several. Hasmony (premium tea), Moon Coffee Bean (coffee), Phú Quý (instant noodles), Hưng Vân (Northwest specialties), Cháo Life, Hàng Xóm Tốt (central kitchen) and a number of food processors.
A few lines about your product or venue and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.
Every industry already has visual rules that buyers use to recognise the category. Three principles from the Sinh Vũ craft doctrine decide which of those rules to keep and where to differ.
