Established in 2020, Phuong Anh is a Vietnamese proudly brand providing agricultural products. Focused on wholesale, they are a reputable unit. Having strict control over many farms, they bring to the customers high-quality products and the best after-sales service.

As a young design team in Vietnam, we were approached to deliver a modern brand that can reflect freshness and trustability. Because of connecting farms and retailing stores, Phuong Anh wanted to have a unique visual identity between those connections. The mission was to differentiate them with an uncommon palette compared to the usual green, orange, or brown in the market.

The brand products are naturally of top quality, raised with high passion throughout Vietnam. We want to transfer it as the brand core spirit through two selected symbols: “non la” and leaves. “Non la” – an iconic hat of Vietnam, often accompanied by farmers, and the leaves reflect the nature of agricultural growth.

For the design choice, we set the brand personality around freshness under modern standards and simplicity. With the combination of both negative space shape and line art to showcase the diversity, joyful mood, we designed a logotype that contained two symbols inside each word. A purple color palette inspired by one of the iconic fruit of Phuong Anh – the aubergine, was selected to create a sense of excitement and difference. The vibrant and uncommonness of this palette is best to highlight the brand in the market. On top of that, the Avenir Typeface Family supports bringing friendly aesthetics and good readability. Furthermore, the key visual of “non la” and leaves were generated in outlined style and functioned as a pattern, which adds more flexibility, joyfulness to the outcomes. This pattern delivers not just the brand spirit but to represent the variety of their products: From all three regions of Vietnam.

In the end, Phuong Anh archived its goal as a fresh, unique agriculture wholesaling brand and received many good responses when launching its identity.