Tổng quan
Repositioning the retail brand and establishing a standardized identity system to support the expansion of premium Korean grocery stores in Vietnam.
- Brand Strategy
- Visual Identity
- Packaging System
- In-store Wayfinding
The Brief
K-Market operates a chain of premium Korean grocery stores in Vietnam, importing specialty products from South Korea for the growing community of Korean food enthusiasts and expatriates. As they prepared for multi-location expansion, they needed a cohesive brand identity system that could maintain premium positioning while being practical for daily retail operations.
Our Approach
- Shopper behavior research — We conducted in-store observation sessions to understand how Vietnamese customers navigate a Korean grocery environment, identifying packaging and signage as the primary trust signals for unfamiliar imported products.
- Typography & visual system — Selected a clean, minimalist typography framework that communicates premium quality while remaining highly legible in both Korean and Vietnamese — critical for bilingual product labeling.
- Packaging ecosystem — Designed a complete packaging suite (shopping bags, branded containers, seasonal gift packaging) using a modern geometric pattern system inspired by traditional Korean design motifs, adapted for cost-effective production.
- Brand guidelines — Delivered a comprehensive brand book covering logo usage, color palettes, photography style, in-store fixture specifications, and digital asset templates — enabling consistent execution across all current and future locations.
The Outcome
The refreshed brand identity elevated K-Market's premium store positioning and created a distinctive visual presence in Vietnam's competitive grocery retail landscape. The scalable design system ensured brand consistency as new locations opened, while the culturally-sensitive approach strengthened appeal among both Korean expatriate and Vietnamese consumer segments.
Bridging two cultures visually
The brand system needed to feel authentically Korean while resonating with Vietnamese urban shoppers — a balance of premium imported quality and local market accessibility, expressed through every touchpoint from store signage to shopping bags.
More than a logo refresh
This was a complete brand infrastructure project — visual identity, packaging system, in-store navigation, and marketing collateral designed to scale with the business.
Consistency at scale
With plans to expand across multiple city locations, every design element — from shelf labels to seasonal campaigns — needed to work within a unified brand framework that store teams could execute independently without design supervision.
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