Your product sits in someone's home for decades, yet the person who chooses it meets it for only a few minutes.
Paint, tile, doors and equipment are usually chosen through dealers and tradespeople. Sinh Vũ makes the packaging, catalog and point of sale give one reason to choose you, from a shelf in a far province to a color chart on a contractor's desk.
Three things: one shared template for the whole product family, a set of materials for each kind of buyer, and standards for how dealers display. With those three, a brand gets recognized from a distance and chosen for a clear reason.
Packaging, labels and the code system sit on one frame, so a new line never means redrawing.
Tradespeople need specifications they can look up fast, homeowners need real examples, dealers need a reason to recommend.
Signs, shelves, color charts and material samples follow one standard, the same in every province.
Each group of materials is chosen in a different way.
Their customersHomeowners choose by color and the tradesperson's word; dealers and contractors choose by product line.
Brand challengeMany product lines, many dealers: keep color and packaging from drifting between where it is printed and where it is sold.
Their customersHomeowners and architects choose by sample, color and how it looks in person.
Brand challengeLet buyers see the character of the material through samples, real project photos and the way it is displayed.
Their customersHomeowners choose through installers and dealers, and installers usually choose by specification and trust.
Brand challengeSpecifications are nearly identical, so the identity and the code system must help installers recognize and look things up fast.
These are the places where materials brands tend to get diluted as they pass through dealers and contractors.
Each new line steers away from the one before, and by the tenth there is nothing left to steer away from, so the shelf looks scattered.
Build the shared template before drawing any line: layout, type, color, carton size and a readable code system. Each new line just fills in the template.
Start from this problemEvery province has its own sign maker and its own way of stocking shelves; the farther from headquarters, the thinner the brand.
A signage and display handbook with dimensions for each storefront size, so a newly opened dealer never has to ask anyone.
Start from this problemBuyers usually follow the recommendation of the tradesperson or dealer, so the brand is named only when someone else names it.
Make separate materials for each person: a quick-reference chart for tradespeople, project examples for homeowners, reasons to recommend for dealers.
Start from this problemThe carton comes out dark at one printer and pale at another; the sample color chart differs from the actual color the customer sees.
A color system fixed for printers, a minimum resolution, print guidance for each material; sample charts checked against the real thing.
Start from this problemAt the stage of choosing at the point of sale. Buyers stand before many similar products and usually listen to the seller. If the point of sale can't say why to choose this brand, the dealer's words decide.
Touchpoints are the places where buyers meet the brand. You don't need to do everything at once. These five decide whether the brand is remembered when it stands beside others.
The last touchpoint on the shelf, where the identity meets the buyer.
Tradespeople, contractors and architects use it to look things up and compare.
Where customers meet the brand most, and also where it drifts most easily.
Buyers see and touch them directly before deciding.
They show the product in a real home, which is more credible than advertising.
Listed in the order to do them. A brand with few product lines can stop at step two or three; a brand with many lines and many dealers goes all the way.
Mark, color and type: the foundation for every product line.
A shared packaging template and a code system for the whole product family.
A technical catalog, color charts and materials for tradespeople and dealers.
Dealer signs, display shelves and a sample corner at the point of sale.
A handbook so hundreds of dealers do it alike.
Sinh Vũ has built the brand for a paint company and for several makers of doors and home equipment. Sinh Vũ has not published a tile or cladding stone project.
KOVA is a Vietnamese paint brand that leads on technology, sold through a network of over a thousand authorised dealers across sixty three provinces, with a range of seventeen paint lines…
Seventeen paint lines, more than a thousand dealers: shared rules built before the first line, print guidance for printers, and a signage handbook for dealers.
The red 大三元 seal keeps the entire Dasanyuan roller door motor range, three lines and dozens of models, recognised and trusted at once among a shelf full of look-alike brands.
A readable code system and a shared packaging template, so a warehouse of many models still reads as one family.
Engines, by Tân Phong, is a line of roller shutter motors built to German technical standards. Sinh Vũ built the logo, brand standards and a unified packaging system…
Eight machine lines in one carton system; a logo built to be debossed and embossed on the machine body, not just to sit on paper.
From a blank page in 2009, Sinh Vũ built MASTER DOOR into a rolling shutter technology brand that homeowners trust before they even ask the price.
A roller shutter brand built from the ground up, changing how people choose from comparing specifications to trusting in safety.
The principles behind it
A label system for each line, the main color chart, print standards with a clear color system and resolution, and standard carton sizes. When it is done, printers need guidance so color doesn't drift between locations.
Put first a specification table you can look up by code, photos of projects that used the product, and short installation guidance. The technical figures are supplied and confirmed by the brand; design handles presentation that is easy to look up.
Give dealers a display handbook with ready dimensions and sample layouts. When they know what is right, they do it right without being reminded.
Yes. A short, readable code system tied to the main specification helps sellers look things up fast and buyers understand which line they hold. When a model is added later, the table still doesn't break.
Not yet. The minimum is a mark, color, type, a packaging template and a specification sheet. Dealer signs and the handbook come when the dealer network grows.
A few lines about the product, the dealers and what is holding you back is enough. Sinh Vũ will read it and reply within one working day.