Hoa Huong Duong Rebrand Concept

_{Year

2020

Supervisor
Dat Do

Scope of Work

Visual Identity}

Hoa Huong Duong Rebrand Concept

Hoa Huong Duong Tea & Coffee is one of the first professional Vietnamese milk tea brands founded in Ho Chi Minh City. With the brand’s first store opened on March 3rd in 2006, until now, was once one of the most popular milk tea brands which attracted the young in Saigon.

However, the brand has been gradually scaling down over the years and on the verge of being wiped out of the market. This project aims to rebrand Hoa Huong Duong to be more modern and attractive.

Positioning Statement

Hoa Huong Duong has a competitive edge as a long-standing brand, which strikes people’s nostalgia. In addition, Hoa Huong Duong also connects to the pride of Vietnamese people as one of the pioneers in Vietnamese milk tea industry. This is the unique selling point of Hoa Huong Duong in a market full of younger brands, or can be refered as “The pioneer Vietnamese milk tea brand”. This short and simple phrase contains values of both pride and nostalgia.

Logo Concept

The overall shape of the logo is inspired by the emblems, which stand for nostalgia and heritage. In addition to the focus on traditional and nostalgic values, Hoa Huong Duong still needs to attract the market full of young people. Therefore, a sans serif typeface will be employed to the logotype to make the logo more contemporary, more friendly to communicate better.

Colour Palette

The colour scheme was inspired by nature, which highlight the brand values: organic, eco-friendly and traditional.

Application