Fast, yet still tasty and wholesome: the packaging has to say all three.
The instant noodle shelf is dense and prices sit close together, so what sets you apart has to be visible on the pack at once. Sinh Vũ makes your pouches and cups suggest the real dish and stand out on the shelf.
Three things: a front that suggests the right dish, a reason to be different that reads in a few seconds, and a shared frame for the whole range of flavors. Shoppers choose fast, so the packaging has to speak fast.
The photo and the dish name match what shoppers will really eat.
Readable in a few seconds, saying what the pack next to it doesn't.
Every flavor reads as one house.
Noodles, pho and porridge are chosen at different mealtimes, so they speak differently.
Their customersShoppers buying out of habit and by flavor, comparing labels quickly among very many kinds.
Brand challengeStand out on a dense shelf and give shoppers a reason not to choose on the lowest price.
Their customersShoppers who choose it because they want a dish whose flavor is close to the freshly cooked one.
Brand challengeSuggest the flavor of the real cooked dish, so it looks like the one at the restaurant.
Their customersShoppers buying for small children, sick relatives or a rushed breakfast, who pay close attention to how wholesome it is.
Brand challengeShow at once that this is a wholesome dish, properly cooked, not just a quick-mix pack.
These are the places instant food loses customers that great flavor can't rescue.
Dozens of packs of the same size and the same red and yellow, and shoppers glance and move on.
Find one sign you recognize from a distance and a clear reading order: dish type, name, what sets it apart.
Start from this problemThe pack shows an overflowing bowl, the open pack looks nothing like it, and shoppers feel cheated.
Photograph the real dish, styled so it is edible, matching what is in the pack.
Start from this problemShoppers like the convenience but hesitate to buy it for the family for fear it isn't wholesome.
Tell it through real ingredients and method, avoiding health claims with no basis.
Start from this problemNoodles, pho and porridge each have their own style, so your shelf looks like it belongs to three houses.
One shared framework for the whole instant range, with each line changing its own color and mark.
Start from this problemAt the Choose stage. Shoppers stand in front of the shelf, compare many nearly identical packs in a few seconds, then pick one.
Touchpoints are the places where customers see, touch or hear about the product. These five decide whether the pack gets picked up.
The place where the decision is made in a few seconds.
What shoppers believe or doubt before buying.
Where a pack has to stand out among dozens of similar ones.
The first thing distributors and stores see.
New shoppers check here before ordering.
In the order Sinh Vũ suggests doing them. A new line can stop at step three and be ready for the shelf.
Choose a real difference on a dense shelf.
Pouches, cups, cartons and a shared frame for many flavors.
Photos of the real dish, matching what is in the pack.
Visuals for the launch and the peak selling seasons.
Once you have many lines: a shared mark and colors for the whole range.
Sinh Vũ has worked on exactly this segment: Phú Quý noodles and Cháo Life from FOOD HANOI. Each project solves a different problem on the shelf.
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.
Positioning, a packaging system and a food photo set for the Phú Quý noodle line: instant goods that can still tell the story of traditional flavor.
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 fresh porridge, ready in three minutes, that still looks fresh: a way to make wholesomeness show on packaging.
Sinh Vũ built the brand architecture, identity system, and packaging system for FOOD HANOI, including Phú Quý noodles, iodized seasoning, and Life…
Brand architecture for a whole range of noodles, seasoned salt and porridge: a way to keep the whole house on one face.
The principles behind it
It needs a sign you recognize from a distance and a clear reading order: dish type, name, what sets it apart. Test the pack among similar packs from two steps away before printing.
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.
Shoot the real dish, styled the way shoppers will cook it. A photo that matches the real dish helps shoppers trust the pack and buy again.
Tell the real ingredients and method in plain words. Don't make health claims without documentation to prove them.
Keep the shared frame and change the flavor's color and mark. The range is still one house and the new flavor launches fast.
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.