On July 6, Vinamilk, the original Vietnamese dairy brand, undertook an ambitious brand transformation program and is poised to redefine excellence in the food industry for the next 50 years, not just in Vietnam this time but across the globe.

This marks the first update in 47 years of its establishment, building for the future fueled by its rich legacy. The brand strategy and supporting visual identity can be described as “bold, endearingly wholesome, and unapologetically confident”. This radical transition signals the brand’s ambition to embrace a more expansive and expressive portfolio that will nurture the well-being of the next generations.

The new brand strategy and visual identity will roll out across all physical and digital touchpoints, including packaging, web presence, retail stores, and corporate assets.

Over the decades, Vinamilk has become a beloved brand nourishing Vietnamese generations during times of scarcity and becoming an indelible symbol of growth and resilience. From the first infant formula factory, rebuilt with pure Vietnamese engineering prowess in 1989, to the most recent opening of ASEAN’s first carbon neutral dairy plant, Vinamilk has pushed the boundaries and redefined what is possible.

Fueled by a belief that food is the promise that you can take care of yourself and others, Vinamilk has gone to interminable lengths to ensure that people are taken care of so that they create the life they care to live. The clarified brand strategy and dynamic visual identity reflect this unwavering commitment.

This is Vinamilk’s first step to modernize the Vinamilk experience and create a robust blueprint for growth. “We have been caring for our nation with food, and will continue to extend this mission to making food for what the nation cares about,” Ms. Mai Kieu Lien, CEO of Vinamilk shared . “I believe that our efforts to transform Vinamilk while staying true to our heritage will ensure the brand’s relevance as a quintessential and indelible part of Vietnamese life for generations to come.”

The new and exciting brand identity is the result of a world-class local and global partnership with over 55 talented multi-disciplinary individuals across ten nations. Vinamilk selectively assembled the all-star team of veterans, including Duy Dao of Studio DUY, in collaboration with brand strategy maven Karin Fyhrie of Sovereign Objects, to balance global standards and local insights.