In the cold case, the bottle picked up first is the bottle that gets paid for.
Soft drinks change their look fast and everyone chases the trend. Sinh Vũ gives your bottle, can and takeaway cup a face of its own, still recognizable after the whole market's packaging has changed.
Three things: a sign you recognize at once in the cold case, an easy way to name flavors, and a shared set of visuals for bottle, cup and video. Those three keep your bottle from blending in with the one next to it.
From two steps away from the cold case, you can still read what it is and whose it is.
Each flavor gets a name and a mark you understand at a glance, so shoppers don't have to read small print.
Bottle, cup, shelf and short video share one face.
They are all soft drinks, but customers buy for different reasons, so the brand has to speak differently.
Their customersYounger customers who buy out of habit and for the pretty pictures online.
Brand challengeMake the cup in the hand a small sign for the brand, still recognizable next to other shops.
Their customersOffice workers who buy fast at a convenience store or from a cold case.
Brand challengeShow at once that this is real coffee, not mistaken for the soda next to it.
Their customersFamilies who often read the label before buying.
Brand challengeMake flavor and freshness visible on the label, with clear information and a front that stays clean.
These are the places drinks lose customers that great flavor can't rescue.
The design follows this month's trend, and a few months later the shelf has changed and the label looks old.
Separate what stays fixed (name, mark, core colors) from what changes with the season (patterns, flavor illustrations).
Start from this problemOrange, lemon and peach differ by one patch of color, so shoppers have to read small print to find the flavor.
A mark for each flavor you understand at a glance, on one shared frame so the whole range is still one house.
Start from this problemCustomers walk out with the cup, and it gives other people nothing to remember.
Design the cup, lid and bag as a small sign walking down the street.
Start from this problemEach campaign has its own look, and viewers can't remember which brand it was.
One set of frames, colors and motion shared across every video, changing only the words each round.
Start from this problemAt the See stage. Shoppers only glance at the cold case for a few seconds, and a bottle that doesn't stand out in those seconds doesn't get picked up.
Touchpoints are the places where customers see, touch or hear about the brand. These five decide most of the first impression.
The first thing customers look at, and the thing they look at longest.
Where a bottle has to stand out among dozens of similar ones.
They travel the streets, get photographed and posted online.
A good share of customers meet the brand here first.
Customers check the photos and the description before ordering.
In the order Sinh Vũ suggests doing them. A new brand can stop at step two and be ready to launch; if you already have several flavors, keep going.
Name, mark, colors and type: the foundation for bottle, cup and video.
Labels for bottles, cans and takeaway cups, with a shared frame for many flavors.
Visuals for new-flavor launches and the peak season.
Short videos built on one shared set of frames.
Once you have many flavors: guidelines so every flavor follows the frame.
Sinh Vũ has not published a bottled soft drink project. The two below are the closest: a café's takeaway cup, and a premium tea.
Moon Coffee Bean delivers coffee, the person pulling the shots is a fourteen-year-old learning to run a real business, and the customer has never met her…
A mark that leads, recognizable on takeaway packaging and the menu: exactly the takeaway cup problem.
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…
Ancient-tree tea brought closer to younger people without the cliché: how to give one drink line a face of its own.
The principles behind it
It should read at very small sizes, on a profile picture and on a cup lid. Sinh Vũ looks for a distinct detail in the brand's own story and tests it small before settling.
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.
Keep one shared frame and give each flavor its own mark and color. That way a new flavor launches fast and your shelf is still one house.
Yes. The cup is what customers carry down the street, so the name, the mark and the color have to read from a distance.
Follow them in the parts that can change, such as patterns and flavor illustrations. Keep the name, the mark and the core colors so customers remember you.
A few lines about the product, where you sell it and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.