Chen Nguyen

Contributed by Jiahui Tan of Singapore-based Fable.

Chen Nguyen identity design

Chen Nguyen is a food producer in Ho Chi Minh City, selling durian cake, salted egg yolk, and yam. Our packaging design for the company primarily utilises two key design elements — shape and colour — integrated seamlessly into the overall design. To be produced and distributed throughout Vietnam and China, these shapes and colours have to be easily identifiable and are used to highlight and distinguish the different origins of each flavour of food.

Chen Nguyen identity design

Shape

Characters inherent in the logotype are creatively merged to form basic shapes — an oval for durian, a circle for salted egg, and a triangle for yam. This draws inspiration from well-known characteristics of each flavour, with the oval representing the durian seed, and the circle representing the full yolk in salted eggs, for example.

Chen Nguyen identity design

Chen Nguyen identity design

Colour

Each flavour will also have a unique colour scheme: green for durian, orange for salted egg, and purple for yam — common hues associated with the respective flavours and their key ingredients.

Chen Nguyen identity design

Chen Nguyen identity design

Chen Nguyen identity design

Chen Nguyen identity design

Chen Nguyen identity design

Chen Nguyen identity design

Chen Nguyen identity design

Chen Nguyen identity design

View more identity work on the Fable website.

5 responses

  1. I love the branding as a whole, but feel that the letter spacing on the wordmark leaves a lot to be desired.

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