Crunchy Frog is fortunate to work across a wide range of sectors and services.
We work with NGOs, international schools, professional service providers, the hospitality sector and FMCG product manufacturers delivering everything from a logo to complete brand solutions that require strategic, design and technical skills. It certainly keeps life interesting!
Orgen is an agriculture-focused company with retail, farming, processing, trading and start-up investment operations. Its retail brand is V-Organic.
Crunchy Frog's tasks
Crunchy Frog was asked to design a new logo for the holding company that better represented its ethos and more clearly showed the name, as in the old logo the “O” was obscured.
At the same time, Orgen needed a new logo and marketing collateral for the launch of its retail arm: V-Organic. We developed a logo and identity system that reflected the organic nature of the brand but was also professional and impactful. This was applied across signage, packaging, stationery and membership cards. The shops are now operating in Hanoi.
Vietnam’s Trade Promotion Agency (Vietrade) works with various sectors in Vietnam to help businesses promote themselves overseas. We were brought on board to help Future Generation tea company brand their premium green tea with jasmine product to promote on a trade mission to the US.
Starting with the name – Phu Ho Farm -, we developed a brand story around the tea history of the district, designed a logo and key visual that reflected its heritage and designed packaging, a promotional leaflet, a single page website and a Facebook header. The work received very positive feedback from the team in Vietnam and the parties they visited in the US, including the President of the US Tea Association.
United Nations International School (UNIS) Hanoi is one of the best known and regarded international schools in Hanoi but its visual identity was dated and inconsistently applied. There were also issues with consistency in reproduction.
We were commissioned to work on design and application of a new identity. The extensive and thorough programme of work included workshops with staff, parents and students to better understand the essence of the UNIS Hanoi brand and opinion about the existing brand identity; an audit of existing communications materials; design and application of a new identity; creation of a brand guidelines document; print production consultancy; and a tweak to the well-established logo.
Vietnam’s Trade Promotion Agency (Vietrade) works with various sectors in Vietnam to help businesses promote themselves overseas. We were brought on board to help Ha Thai tea company brand their hero product – Blooming Buds - to promote on a trade mission to the US.
Crunchy Frog's work
We developed a brand story around the founder and the care that goes into the product, designed a logo that reflected the product attributes and designed packaging, a promotional leaflet, a single page website and a Facebook header. The work received very positive feedback from the team in Vietnam and the parties they visited in the US, including the President of the US Tea Association.
The Burger Box is a new dining concept from The KAfe Group. Launched earlier this month, it combines the Real Food, Real Passion philosophy of The KAfe with a new take on fast food. Our brief was to develop and apply a brand identity across the interior, packaging, menus and other communication. In less than a month.
The Burger Box now has its own distinctive branding and style: outlets are small and designed to facilitate the ordering process; packaging has been kept simple but efficient, suitable for both dine-in and take-away; and in-store branding and communications are vibrant, impactful and full of personality.
KAfe Group was the first urban fusion cafe chain in Vietnam, opening its first branch of The KAfe in 2013. Since then its “KAfe” branded offer has expanded rapidly to include The KAfe Village and The KAfe Box.
Although the outlets already had a well-received visual style, it was not always consistently applied and was in need of a refresh. While retaining the strong use of photography and dominant black colour palette, we introduced a wide range of “foodie” colours, friendly typography and illustrations to bring REAL FOOD, REAL PASSION to life and better reflect the casual dining offer. Guidelines were developed to help guide their in-house design team and to ensure consistency across all media.
Each November, the Australian Embassy celebrates gender month. After assisting with design of a standee in 2015 we were asked to design a document explaining the Australian Government's new Gender Strategy. This included design of an infographic to visually communicate its priorities, which was also displayed on impactful standees at the launch event.
Alongside this project, we also developed a logo graphic and fact sheets to promote the work of Aus4Vietnam (previously AVEP).
7 Bridges Brewing Co is a new craft brewery based in Danang, central Vietnam. The name “7 Bridges” derives from the seven bridges that span the river in the city. To follow the theme, each of the beer varieties is named after a bridge.
Crunchy Frog's work
After successfully delivering an impactful logo for pre-launch activities, Crunchy Frog next developed pack designs and marketing collateral for the launch range of six bottled beers. The design is inspired by Art Deco and Vietnamese propaganda posters. Each label features a bridge illustration with colours, background and supporting graphics reinforcing the name and personality of each beer. A seventh beer - New York Rye - has now been added to the range.
Mines Action Group (MAG) International makes life safer for people in conflict-affected communities through providing landmine and unexploded ordnance (UXO) clearance, risk education and other related services. Its work in Vietnam is predominantly in rural communities in the centre of the country where, four decades after the end of the war, land is still heavily contaminated with UXOs, including cluster munitions.
Risk education is a large part of MAG’s work in Vietnam but the materials it was using were dated and uninspiring. Crunchy Frog was briefed to develop the content and design for new materials that would be impactful, engaging and effective across a range of audiences.
The extensive and thorough programme of work comprised the following stages:
Facilitating Communication Workshop
In order to prepare a clear brief for products, messaging and design, we facilitated a workshop with a cross-functional team from MAG. After discussing the role of the communications, the next task was to identify and profile the target audiences. As a result, we agreed on three audiences: younger kids, teens (predominantly boys) and farmers.
In small teams, the group then worked on developing messages for each audience. To do this they discussed the target’s current behaviour, what MAG wants them to do, what MAG therefore needs to educate about and the tone of voice.
From these inputs, we identified commonalities across audience: an over-arching message; the topline behaviour change required; the message style; and the need for positive, benefit-led messages rather than scare tactics.
Once the overall recommendations from the workshop had been approved, we developed the copy for the posters and flipcharts.
First, headlines were written to be used across all communications and therefore create build awareness and recognition. This headline varied by group but followed the same structure and in all cases encouraged the audience to “report”:
Don’t Touch! Report!
Be a Hero! Report!
Don’t Move! Report!
Messages were then developed for each set of four posters focussing on the key communication points.
A different style was adopted for each of the multi-page flipcharts: for kids and teens it tells a story whereas for farmers it presents information in a more factual manner.
At this stage all content was in English, but once approved it was later translated by the MAG team.
Exploring Potential Visual Directions
In parallel to writing content, we started to explore visual directions. The first step was to gather a range of illustration styles that would be relevant for each group. These were presented alongside poster mock-ups.
Developing the Concept
Further to client feedback, one direction was developed for each audience. We illustrated characters for use on the kids and teens materials and gave each product set a strong and distinctive colour palette.
Sketching Out the Flipcharts
Before design was applied to the flipcharts, we sketched out each page to make it easy for the client to review the stories and messages and comment on the selected visuals.
Facilitating Team Workshop
At this stage we facilitated another workshop with the MAG team to review the design concept, the contents for the posters and
the flipcharts and the kids’ card game.
During this day-long session we presented the design and content for each audience in turn and participants worked in groups to
provide feedback and input.
Finalising the Concept
On the basis on this input we amended the style of the teens posters to move away from the silhouette “super hero” style,
which was felt to lack relevance to the rural audience. We also made tweaks to dress style and background landscapes.
Finalising all Materials: Flip Charts and Posters
Having agreed the characters and other elements of the layout, we illustrated and designed all pages of the flipcharts and the
three sets of posters. These went through a few rounds of amends, including a final workshop with the MAG team, to finalise the copy and design content.
Finalising all Materials: Game Cards
At the same time, the game cards for kids were designed. Three sets of 10 cards were illustrated: one set with photos of “bombs”, one with safe items and one with safe behaviours. These will be used by the MAG team in schools in rural communities.
Finalising all Materials: Kids’ Ruler
We also designed a ruler for kids – to be a reminder of the Don’t Touch! Report! Message - and a large banner to promote recognition of the UXOs that are present in the area.
Finalising all Materials: Vietnamese versions
Once English versions were approved by MAG, Vietnamese versions were created for each item, using translations supplied by the client.
After approval, print-ready artwork was prepared for all items and supplied to the client ready for printing.
The final stage was to prepare videos using the visuals from the flip charts. These were created using Key Note, using animation and a sound track to engage the target audience.
The materials are now being used by MAG in Quang Binh and Quang Tri provinces.
Ecopark is a 500-hectare urban township project on the outskirts of Hanoi. Its focus is on green space and a natural environment, with the vision to create harmony between humans and nature. Aqua Bay – a lakeside community -- is the third phase of the development project and the biggest to date.
A premium “coffee table” style brochure was required to promote Aqua Bay: capturing the essence of the brand and creating desire among the target audience. A droplet shape was used the key visual throughout, most notably on the front cover an inside pages, which use embossing, spot UV varnish and cut outs to add to the premium appearance. Insider pages were designed to optimise the use of photography and white space, giving it a light and fresh yet elegant style.
Our relationship with Wide Eyed Tours goes back to 2010 when we worked with them on brand positioning, their strapline (“Experience our Experience”) and an evolved logo.
Since then we have designed three biennial updates of their brochure as well as flyers, a digital newsletter and other collateral.
New design style for construction company, VNTower, to help the company stand out from the competition and operate at an international level. Applied initially to a company profile for print.
Design of a visual identity for Phase II of Oxfam’s Pro Poor Policy Monitoring Project, including logo. The identity had to meet Oxfam brand guidelines but be distinctive and consistently applied.
Brand positioning, visual identity systems and communications materials for four of the British Council’s English teaching courses to highlight the main benefits of each course and develop materials relevant to each target audience.
A new identity for the REDD+ Energy and Agriculture Programme (REAP) to help it stand out from REDD+ and other SNV programmes and projects. The clean and simple visual style is impactful, makes the most of photography and helps to clearly present information.
We have provided consulting services to SNV Netherlands Development Organisation (SNV) on two projects: a market intelligence study in Bac Kan province and developing a brochure to promote new services.
About Royal Lotus Hotel Danang
Royal Lotus is a chain of hotels owned by H&K Hospitality. With hotels already established in
Crunchy Frog's tasks
When H&K were planning the opening of a new hotel in Danang they approached us to design and build a multi-language new website. After agreeing a site map and designing the wireframe, we developed a colour palette and font style to present the hotel as a premium choice. We then built the site, optimising functionality and layout to enhance the user experience.
Hanoi International Women's Club (HIWC) is a modern, dynamic and diverse international voluntary group with over 400 members from nearly 70 different countries. Established in 1986, it welcomes newcomers to Hanoi and organises social and charitable activities. Since 2005 HIWC has raised over US$1.25m for women’s and children’s charities in Vietnam.
Crunchy Frog's task
HIWC was in need of an updated website. It’s old site was dated in style and its functionally didn’t meet the present day needs of the Club. The new site needed to target new members as well as presenting HIWC to the public, expatriates, businesses and NGOs as a professional, positive, diverse and modern women’s club. Crunchy Frog worked closely with HIWC to develop a site structure that reflected their needs, then designed and built the live site.
About Ha Giang
Ha Giang district, in the northwest of the country, has some of the most stunning scenery in Vietnam. Coupled with its cultural heritage and the opportunities for adventure, it is a desirable destination for locals and foreign visitors. However, it has not well represented online, with a sub-standard website and limited information available via other sources.
Crunchy Frog's work
Based on a content plan and simple design concept provided by the client, we applied an improved and web-friendly design to key pages and built a new site from scratch. The project had tight timelines but a big scope: two languages, hundreds of photos, 34 detailed pages and multiple links to internal and external sources. This required constant project management and the involvement of the whole Crunchy Frog team, but timelines were met and the clients are very satisfied with the new site Discover Ha Giang.
Design and build of a website to promote the activities of the small ape section of the global Primate Specialist Group, including a section specifically related to the Year of the Gibbon 2015.