Project Overview
For us creatives, the most fun but challenging type of project is the launching of a brand new product. Great expectations, risks, pressure on time & budget, projected reactions of consumers… all fall on the shoulders of not only the brand-owners but the brand-makers.
TeeKay&Leo had the honor to carry out such a project for Chuong Duong Beverages – a heritage brand of Saigon. For those who were born and raised in Saigon, Chuong Duong’s Sa Xi brand is a name associated with their childhood.
Different from imported beverage brands, Chuong Duong was started by the French in Saigon, first launched in 1953, with the name Sa Xi Con Cop. This has become popular with people in the South - thanks to the unique taste of Sa Xi.
The collaboration between Sabeco – Chuong Duong and TeeKay&Leo started about mid-2019. After a few Tet projects with great results, at the beginning of June 2021, we were assigned an important task: helping Chuong Duong launch a new product line in their high-end segment. Our scope of work includes: Naming the brand, designing the logo, packaging, and running Social Content for the product launch campaign.
What’s in a (product’s) name
Right from the first briefing meeting, we had an immediate connection with the product (something that rarely happens!). This is a skin-beautifying beverage, aimed at women who are interested in health, skin care, and healthy living, with extracts of essences from bird's nest and aloe vera. The first conundrum for us was finding a name for the product - one that can deliver its "spirit" without much explanation.
And the name “Nam Phuong” was born with the almost absolute consensus of clients right from the first presentation of ideas. Nam Phuong is the title of Mrs. Nguyen Huu Thi Lan - the last queen in Vietnam's feudal history, who is praised by many generations of women for her wisdom, beauty, and gracefulness. But Nam Phuong also means the South - the land of Saigon.
Made in Saigon
The clients come to us with one request: make the design (boxes, cans) exude a spirit of aesthetics, pure Vietnamese, mixed with retro features that are loved by young people. The story told on Social must make the consumers feel the pride when holding a made-in Saigon product.
We advised the clients to choose a hand-painted style, with the image on the can of a girl with long hair, wearing a pearl necklace, in a Vietnamese ao dai. This is an image inspired by a photo of Queen Nam Phuong after she entered the palace. With the her confidence, beauty and elegance - but still exuding the gentleness of Asian women, Nam Phuong is the role model that many modern women want to aim for: knowing how to love other people AND themselves.
It looks pretty simple, but with just the girl's hair, we had to hand drawn about… 50 different versions with lots of levels: short hair, long hair, big waves, small waves, wearing a headband, not wearing a headband etc. Not to mention other details such as the swallows, aloe vera, and the girl's costumes (earrings, diamonds, etc.) are also carefully edi
Today, Nam Phuong Aloe Vera Bird's Nest Drink is officially on the shelves nationwide. And TeeKay&Leo's work with this project is considered completed. Having worked on many projects, but the feeling of holding the final product in hand is still overwhelming to say the least. For this particular project, we are even happier because it is a Vietnamese brand with a history and a story associated with the land we all love so much: Saigon.
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TeeKay&Leo Creative Studio
Bespoke Stories & Visuals
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Block OT1 - Saigon Royal Building
34 - 35 Bến Vân Đồn Phường 12, quận 4, TP. HCM
Block OT1 - Saigon Royal Building
34 - 35 Bến Vân Đồn Phường 12, quận 4, TP. HCM
www.teekayleo.com | +84 936 555 625
