Project story
CẬU KHÓM
Brand Indentity
This project focused on building the brand identity for Cậu Khóm – a Vietnamese agricultural brand inspired by Khóm Tắc Cậu (Kiên Giang specialty).
The goal was to create a modern yet authentic brand image that reflects natural freshness and strong local identity.
Current status
Published live
Problem
• New brand with no existing identity foundation
• Agricultural products are often generic → hard to differentiate
• Need to balance traditional values with modern market appeal
• Require a clear positioning for long-term growth
Solution
• Developed brand concept around:
“The Essence of Khóm Tắc Cậu”
• Designed logo using pineapple imagery → core product representation
• Selected green & yellow palette → natural, fresh, recognizable
• Used soft typography (Pacifico) → friendly and approachable
• Built applications across packaging, tags, and product visuals
Project scope
Agricultural products don’t just need to be “fresh” or “good” - they need to be positioned and told the right way to become a brand.
Outcome
• Delivered a cohesive brand identity system
• Built a clear and memorable brand image
• Created a strong foundation for marketing & sales
• Established positioning: Vietnamese – natural – high-quality
Delivered work