Background

A sub-brand of Redsun ITI group, OriFood brings a range of restaurant-quality packaged foods to the Vietnamese market in way that preserves the culinary quintessence from countries around the world, yet caters to the Vietnamese palate, so that each product offers indigenous flavor and natural taste. 

Objective

OriFood needed a Brand Differentiation Strategy and a new Brand Identity to increase brand awareness of its products in the market.

Action and Result

After in-depth research, we proposed a strategy to differentiate the brand based its unique competitive advantage, which is imported products that are produced using clean, quality processes. The Brand Name OriFood was developed from the word ‘original’ to represent the natural, original taste of meat and hotpot sauce. The Brand Positioning Phrase Hương bản xứ, vị tự nhiên highlights the characteristics of original flavors from different countries around the world - the brand’s most distinctive and attractive point of difference in the minds of consumers.

Finally, we created a comprehensive Media Systems and Brand Guidelines to ensure that the OriFood Brand Identity was consistently communicated across all media, and a communication plan to fulfill the objective of boosting brand awareness and bringing quality products to the consumer.