Brand identity

Project team
Lam Na Ny
Tri Nguyen
Khanh Linh
Quynh Ai
Thanh Ngoc
Khoa Huynh

The global food industry is constantly growing and evolving to meet the needs of our ever-changing world. However, with a rise in demand for convenience and cheaper prices, processed foods have become increasingly popular and for some have even replaced whole foods as diet staples. With the goal of introducing more nutritious snacks to the market by making healthy choices both easy and tasty, ABI was created.

When it came to logo design, we wanted to create something that communicated professionalism and trustworthiness while simultaneously representing the mission of the brand. As a result, the xolve team designed a simple logo that incorporates both the brand name and slogan. Regarding font choice, the distinctive condensed serif is modern and classic, and when paired with round san serif sub-lines creates a balanced composition. The line under ‘ABl’ is designed to represent the ground and position the slogan as the ‘roots’ of a plant or tree. We designed the new slogan, “Agribusiness with Integrity” in place of the previous slogan “Agriculture with Integrity” as this slight change allows the slogan to encompass the brand more accurately.

The new packaging is designed with patterns and illustrations that are inspired by Vietnamese heritage and the agriculture industry in Vietnam. The illustrations portray scenes such as city traffic, rice paddy fields, boats, and the skyline of Ho Chi Minh City. The illustrations are done in a cartoon style and utilize the main color palette along with a number of brighter colors to make the packaging more eye-catching.