Project story
CẬU KHÓM
Brand Identity Design
This project developed a brand identity for Cậu Khóm, a Vietnamese agricultural brand inspired by the Tắc Cậu pineapple specialty of Kiên Giang. The goal was to create a modern identity that still feels natural, approachable, and distinctly Vietnamese.
Current status
Published live
Problem
• A new brand with no established identity
• Agricultural products can look interchangeable and are difficult to differentiate
• The identity needed to balance Vietnamese tradition with a modern market
• The brand needed a clear position that could support long-term growth
Solution
• Built a brand concept around “The essence of Tắc Cậu pineapple”
• Designed a pineapple-inspired logo to represent the core product
• Chose green and yellow to signal freshness and nature
• Used the soft Pacifico typeface for a friendly feel
• Extended the identity across packaging, bags, tags, and product applications
Project scope
An agricultural brand needs more than products that are clean and delicious. It needs the right story to become a product with lasting brand value.
Outcome
• Completed a consistent brand identity system
• Created a clear, memorable brand image
• Established a foundation for marketing and sales
• Communicated the position: quality Vietnamese produce, naturally grown
Delivered work