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Work — Hoàng Anh Food · BFS Studio, Ho Chi Minh City

Hoàng Anh— Authentic Taste of Life

Client
Hoàng Anh Food
Industry
Food & Beverage
Services
Brand IdentityPackaging Design
Partner
April Advertising × BFS Studio
Year
2021
Credits
BFS Studio × April Advertising
The Hoàng Anh mark in white over a field of ground spice
( 01 )

THE BRIEF

Hoàng Anh supplies flavours and food ingredients to Vietnam’s food and beverage industry. The old mark — six strokes spiralling inward — had aged, and the business had grown two distinct halves that customers could not tell apart from the outside.

( 02 )

WHAT WE DID

We kept the origin and rebuilt it. The spiral became an interlocking H and A, stepping in and out so the eye reads depth, radiating from a central circle that stands for people. Two colour families then split the business in half — orange for flavours, green for raw ingredients — and the same stroke was woven into a lattice that runs across packaging, backdrops, uniforms and a full five-section website.

( 03 )

OUTCOME

An identity and packaging system delivered for a food producer, with two colour families splitting the range while the mark stays one shape.

( 04 )

THE WORK

The Hoàng Anh lockup — the interlocking H and A mark beside the wordmark and the line Authentic taste of life
The lockup
The mark on black, six strokes spiralling in and out of a central circle
Six strokes, one spiral
The mark stepped through three states, showing how the strokes read as depth
The mark, built from the strokes
Clearance and minimum size specified around the horizontal lockup
Clear space and minimum size
The lockup in five colourways — orange, black, white, green and reversed
Colourways
Single-colour orange versions of the lockup across five backgrounds
Single colour — orange
Single-colour green versions of the lockup across five backgrounds
Single colour — green
The colour system — five primary Pantones with tint ladders and print values
Colour system
Two colour families split the business — green for raw ingredients, orange for flavours
Two families, one business
The pattern — the same stroke woven into a lattice, in orange and green
Pattern
Pattern tile in orange on dark brown
Tile — orange on brown
Pattern tile in white on orange
Tile — white on orange
Pattern tile in cream on tan
Tile — cream on tan
Pattern tile in white on green
Tile — white on green
The pattern running as a continuous strip
Pattern, running
Lexend specimen — Thin through Extra Bold, numerals and a body setting
Lexend
Image direction — people, produce and markets, warm and lived-in
Image direction — culture
Image direction — laboratory and cultivation, the capability side of the business
Image direction — capability
Name card in orange with the lockup reversed out, reverse in cream
Name card
Caption treatment over photography — headline and short line at the lower left
Caption over image
Facebook cover and avatar carrying the key visual
Facebook
LinkedIn profile and banner in the same system
LinkedIn
Two street billboards on a green wall carrying the Authentic taste of life line
Out of home
The mark rendered in ground spice — turmeric, paprika and pepper
The mark, in spice
Laptop and phone showing the site, on an orange field
The site
Website hero — hands holding tomatoes under the Vietnamese headline
Site — hero
A green section of the site — product value proposition with supporting cards
Site — green section
A cream section of the site — Taste food, taste the culture
Site — cream section
A full site section — ingredients grid over a green field
Site — ingredients
Four page templates stacked on an orange field
Site — templates
The numbers section — years, products, partners, markets
Site — the numbers
Next Brother — Mực Rẻ, In Khoẻ
( 05 )

NEXT PROJECT

Brother — Mực Rẻ, In Khoẻ case study cover Brother Brother— Mực Rẻ, In Khoẻ KV concept & adaptation
( 06 )

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