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Nhat Huong: keep the hat, keep the red

Nhat Huong has supplied Vietnamese bakers since 1998. I joined the brand team to refresh its identity and packaging without discarding the chef's-hat mark or the red customers already knew.

CLIENTNhat Huong · est. 1998
ROLEDesigner · brand team
TIMELINE6 months · 2023
TOOLSPhotoshop · Illustrator
DeliveredA refreshed logo, eight color families, five product-group patterns, and packaging for cartons, tubs, sauces, and labels.
My partFive product-group shapes and patterns, eight color families, bilingual labels, and the creamer cartons.

Team work: I contributed to the manifesto and strategy, logo refinement, photography direction, and out-of-home and social systems.

The refreshed Nhat Huong packaging system: cartons, tubs, and sauce bottles arranged diagonally on the brand's sweet-red ground
THE SYSTEM AT A GLANCEIDENTITY + PACKAGING
1998
THE LEGACY BEING REFRESHED
8
COLOR FAMILIES, WITH TINT RAMPS
5
PRODUCT-GROUP SHAPES → PATTERNS
THE CLIENT GAVE US
TWO HARD RULES

Keep the chef's-hat mark. Keep the red. The job was to make the rest of the system easier to recognize and use across a wide product range.

THE BRAND ALREADY
HAD A REAL STORY

Nhat Huong trains and supplies bakers. I contributed to a strategy built around that role, and to the manifesto that opens with Tự hào Thương hiệu Việt Nam, meaning proudly a Vietnamese brand.

Brand manifesto board on sweet red: 'Tu hao Thuong hieu Viet Nam' with a Proudly Made in Vietnam star seal and five 'proudly' commitments
Client manifesto
REFINING
THE MARK

I contributed to the logo refinement with the team. We kept the hat silhouette and developed the lettering and lockups shown in the identity board.

Refreshed identity board: the Nhat Huong hat-shaped logo on pink and red, the palette, brand shapes, a chef holding a cake, packaging, and product seals
Identity board
COLOR &
TYPE

I developed eight color families, including their names and tint ramps. Red and pink form the primary pair; six supporting families distinguish the product lines:

  • Sweet Red & Candy Pink: the primary pair; heritage red, warmed up
  • Cream Yellow, Frost Mint, Milky Blue: the dairy-soft supporting range
  • Chocolate Brown, Blueberry Navy, Taro Purple: depth for premium lines
  • Type: Nhat Huong Serif, the brand's custom serif, for heritage headlines, with a clean sans for arm's-length reading.
Color system board: eight named families with hex and CMYK values and tint ramps, from Sweet Red and Candy Pink to Taro Purple
Color specifications for print
GRAPHIC
SYSTEM

I drew five piped shapes for cream, cake base, sauce, cheese, and frozen products, then turned each into a repeat pattern. I paired color and pattern to help distinguish product groups at a glance.

Graphic system: five piped organic silhouettes, one per product group, above the derived repeat patterns in blue, pink, mint, yellow, and orange
My product-group shapes and patterns
PACKAGING

I designed the bilingual label system and the creamer cartons. The wider packaging range was developed with the team, using the same colors, patterns, and label structure:

The packaging lineup: Joy Top cartons, caramel and chocolate sauce bottles, and Classy Whip, each with its own color and pattern
Packaging range
Label sheet in candy pink: labels, seals, bilingual ingredient copy, barcodes, and usage icons for the caramel sauce, egg creams, and whips
My bilingual label system
Three creamer cartons on sweet red: non-dairy, toffee caramel condensed, and yogurt cheese, each with its own soft accent color
My creamer cartons
A fully merchandised red supermarket shelf render: rows of Joy Top, Creamy Whip, Silver Whip, sauces, and frozen tubs in the new system
Shelf visualization render
APPLICATIONS

The team extended the system to bags, vehicles, stationery, and campaigns. I contributed to photography direction and the out-of-home and social systems:

A person holding the Nhat Huong paper shopping bag: red top, white middle with the hat logo, candy-pink patterned base
Shopping bag
Fleet livery: a delivery truck wrapped in the sweet-red brand with packaging photography and the slogan in Vietnamese
Vehicle wrap
Brand collateral: business cards in the new system on a checked tablecloth beside a cookie
Stationery
Out-of-home designs: a bus-stop poster of a family baking together, and hands decorating strawberry pastries beside a weekend tea-party poster
Out-of-home
Instagram grid: product posts, promos, recipes, and campaign tiles alternating photography with the brand's red, mint, and orange system
Social
SYSTEM
DELIVERABLES

The finished boards include:

  • Identity: refreshed mark + wordmark, 2 seal variants (Proudly Made in Vietnam · quality/est. seal), 3 lockup treatments (pink, red, black)
  • Color: 8 named families × 4-step tint ramps, hex + CMYK
  • Graphics: 5 product-group silhouettes → 5 repeat patterns
  • Packaging: cartons, tubs, squeeze bottles, frozen trays; bilingual label system with seals, usage icons, and barcodes
  • Applications: bag, fleet livery, cards, signage, OOH posters, social grid system
WHERE IT LANDED

The client approved the full system at final review. The creamer line entered production first, and I’ve seen the refreshed cartons on shelves in Ho Chi Minh City.

Final client reviewfull system approved
First in productioncreamer line
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