Challenges

Founded in 2005, Phan Bach Co., Ltd aimed to be a leader in providing Individual Quick Freezing (IQF) technology for Agriculture, Aquaculture, and Fishery enterprises. However, nearly two decades later, the global and Vietnamese markets had evolved significantly. Key trends such as the increasing demand for high-quality, sustainable food products, and the rapid advancement in food processing technologies were reshaping the industry.

In Vietnam, consumers and businesses alike were becoming more discerning, seeking not just high-quality products but also partnerships with companies that demonstrated a commitment to innovation and sustainability. Despite Phan Bach’s ongoing dedication to quality service and innovation, their brand identity no longer fully captured these evolving expectations and their continuous passion for excellence.

The company sought a refreshed and contemporary brand identity that would resonate with its existing clients and appeal to new ones, addressing the growing emphasis on sustainability, advanced technology, and premium service.

Solution

xolve embarked on a strategic rebranding initiative for Phan Bach, starting with the logo. The new combination mark features a custom wordmark with meticulous detailing. The symbol integrates the letters “P” and “B” (Phan Bach’s initials) into a loop and infinity symbol, evoking balance, simplicity, and longevity. This design element also implies a win-win scenario for Phan Bach and its clients.

To complement the new logo, xolve developed a custom typeface, PB Grotesk, a modern sans serif that aligns with the company’s contemporary and professional image. The color palette of red, dark green, and light grey was selected to exude trust, passion, and a premium feel.

Beyond visual elements, xolve developed a comprehensive identity system. This included designing stationery, uniforms, and crafting content that articulated Phan Bach’s brand story and values cohesively across all touchpoints. Each element was crafted to enhance brand recognition and reinforce Phan Bach’s position as a leader in IQF technology.

Result

Successfully revitalizing Phan Bach’s brand identity, the rebranding effort introduced a new logo and visual elements that communicate the company’s continuous transformation and dedication to quality. This refined branding now clearly conveys Phan Bach’s commitment to providing well-rounded IQF solutions and maintaining strong, win-win relationships with clients. Received well by both internal stakeholders and clients, the new identity system reinforces Phan Bach’s position as a leader in its industry. This updated brand identity enhances recognition and underscores the company’s passion for innovation and excellence in service delivery.