Duc Tho Xuan’s rebranding project combined traditional design elements with modern aesthetics, creating an authentic and fresh image for the brand. The new identity resonated with a broad audience, reinforcing the brand’s heritage and values.
Campaign Overview
Duc Tho Xuan is a traditional medicine brand that aims to bring authentic family remedies to a wider audience. The branding and design work focuses on creating a trustworthy, culturally rich image for the brand, showcasing its heritage and family values through modern design elements. The challenge was to combine traditional concepts with a fresh, contemporary aesthetic, reflecting the authenticity of the brand while appealing to a younger audience.
Purpose
The main goal of the project was to develop a brand identity that resonated with consumers who value authenticity, natural remedies, and family traditions. By redesigning the brand’s image, the objective was to make Duc Tho Xuan stand out in a competitive market while staying true to its roots.
Concept
The concept for the Duc Tho Xuan brand design was based on family traditions and authentic healing practices. The logo, color palette, and visual elements were chosen to reflect the deep-rooted cultural identity of the brand, while also introducing modern elements to appeal to a broader market.
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Key Concept Elements:
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Traditional Healing: The design incorporates elements such as herbal motifs and traditional symbols to represent the essence of Duc Tho Xuan’s healing philosophy.
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Cultural Identity: The brand’s deep cultural heritage is showcased through colorful and organic design elements that evoke feelings of warmth and authenticity.
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Modern Aesthetic: A balance was struck between traditional and modern design styles to make the brand feel relevant to younger generations while maintaining respect for its roots.
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Execution
The design process was divided into several steps to ensure that the final product truly reflected Duc Tho Xuan’s values:
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Research & Analysis: The design team conducted thorough research into the brand’s heritage, talking to local healers and community members to understand the core values of Duc Tho Xuan.
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Logo Design: A new logo was created that symbolized family care and healing traditions, combining modern typography with traditional motifs.
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Packaging Design: The packaging was designed to reflect simplicity and natural wellness, using earth tones and subtle textures to enhance the authenticity of the brand.
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Brand Guidelines: Along with the logo, the design also involved creating brand guidelines for consistent use of color palettes, fonts, and imagery.
Design Assets
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Logo Variations: The new logo is clean and contemporary but incorporates traditional Vietnamese design elements to connect with the audience’s cultural heritage.
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Color Palette: A muted palette of earthy tones like green, brown, and gold was used to evoke feelings of natural wellness and heritage.
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Typography: The font was chosen to be both modern and approachable, ensuring that it resonates with both older and younger consumers.
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Packaging: The design of the packaging emphasizes natural textures and traditional patterns, enhancing the brand’s connection to its roots while remaining sleek and attractive.
Result
The Duc Tho Xuan rebrand successfully created a fresh, appealing identity that resonated with a wide audience while staying true to the brand’s origins. The new design effectively communicated the values of natural healing and family traditions, helping the brand stand out in the market.
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Key Outcomes:
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Increased Brand Recognition: The refreshed design helped Duc Tho Xuan establish a stronger presence in the market.
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Expanded Audience Reach: The modernized design appealed to both older generations who value tradition and younger generations looking for natural health products.
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Positive Customer Feedback: The new branding and packaging received positive feedback, with customers appreciating the balance between heritage and modernity.
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