Background

Stavian is a multi-industry, multinational corporation that is committed to achieving prosperous and sustainable development, creating thousands of jobs, ensuring high income for its employees, contributing positively to Vietnam’s economic development, participating in environmental protection, being a highly responsible member of the community, and bringing benefits to shareholders and investors. Stavian serves its customers and partners worldwide with high-quality products and services at reasonable prices, based on its competitive advantage in global networks and markets, connecting through dozens of branches on all continents, big manufacturing bases in Vietnam, and devoted and professional staff. 

Objective 

With very clear goals to expand and grow over the following decades, Stavian needed a clear Brand Strategy and Brand Relationship Structure to inform its communications across all media. While the brand needed a core value suitable to both its Vietnamese and foreign investors, it still wanted to prioritize ‘Vietnamese value’.

Action and Result 

We partnered with Stavian to meet their objective of developing a clear positioning strategy with clear short-term and long-term values for each of their transition periods up to 2029. We worked with them to reveal their competitive position, as well as the Brand Archetype, namely The Visionary, incorporating the personality traits of authentic, international and ingenious. We developed a full Strategic Brand Identity program including  Brand Differentiation Strategy, Brand Name and Brand Identity. We also created a comprehensive Media Systems to ensure quality, consistent brand expressions across various applications ranging from internal to external marketing communications. 

The brand tagline, “The Leading International Trading Group of Vietnam” once again defines Stavian Group’s vision and position in the marketplace. The brand name Stavian is a combination of the words ‘Star’ and ‘Vietnam’, representing the pride of a Vietnamese corporation pursuing global dreams. Our approach for the Brand Identity and visual system was to give Stavian a simple, modern and elegant look and feel using geometric shapes and straight lines to convey the outward direction and future orientation of Stavian.