New craft beer brand, Overmorrow, approached Crunchy Frog with a name and a story. Our task was to develop that story into a brand positioning and from that to design a logo, bottle label and brand identity that would tell that story through on and offline communications, including point of sale. The resultant brand design is impactful, supports the brand story and differentiates the brand from others in the crowded market.
Idemitsu Q8 (IQ8) is a joint venture formed between Japan’s Idemitsu company and Q8 from Kuwait to introduce the first foreign invested service stations to Vietnam.
Crunchy Frog has been working with IQ8 since 2016 to develop a brand identity that complements the combined IQ8 logo. We developed a system that incorporated the three brand colours and that could be applied across a wide range of equipment and communications, including service station canopies, petrol pumps, signage and stationery. The output is a brand manual that provides clear guidance for internal and external parties to use when applying the identity in order to ensure consistency and brand building.
Midway Metals is a manufacturer of custom stainless steel components, primarily for the marine (yacht) industry. Crunchy Frog was commissioned to help re-brand Midway to support its next phase of growth.
The project started with desk research and stakeholder interviews, which provided input for a brand workshop with the team. Based on this, we recommended a change of name and a new brand strategy, around the concept of “On your side”. This recognized the importance of partnerships to both Midway and its customer and was succinctly captured in the new copy we wrote for use across communications.
The identity system was developed to reflect stainless steel running through the ocean, with the colours also representing trustworthy and collaborative. In some applications, the curves form the shape of the hull of a boat. At the same time, the logo was evolved to incorporate the new “Marine” aspect and blended colours were introduced to show the idea of partnership.
We also briefed the photography agency to ensure photos aligned with the identity and our vision for the brand.
Having agreed a direction for the identity, we designed a new brochure, stationery and other documents and built a new website. This was all captured within a brand manual. We also supported Midway with writing and editing copy for mailers and other documentation and prepared a copy writing guidelines document.
“Midway Metals was established in 2005 and had been growing well, but we knew we needed a step change in our communications to meet future sales objectives.
While looking for a partner to help with this, Crunchy Frog was recommended. They came to visit the factory before presenting us with a thorough proposal that clearly demonstrated their understanding of our business and our aspirations. The team recommended a considered and structured approach to address our needs providing clever options and the guidance we needed.
The new brand strategy has become much more than just words on a page: it has created a clear sense of purpose that is driving how we work and how we talk to clients. Along with our new name, identity and professional communications, it’s given us greater confidence to promote our service to a new, demanding audience. It’s put us where we needed to be and the reactions to our new brand is exactly what we required.
Crunchy Frog did a brilliant job, highlighting what we had to do, at the right time and always contributing positively, throughout the process. We paid for a quality service and still got more than we expected.
I’d recommend Sarah and Paul and the team, any day of the week.”
Anthony Jolly, CEO, Midway Metals Marine
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.
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.
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.
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.
We designed a range of tea and coffee packaging for The KAfe Cup, a new launch from the KAfe Group to be sold through their outlets and, ultimately, other retailers.
The design cleverly communicates the brand’s philosophy and connection to Vietnam through the specially commissioned Vietnamese-style paintings and ethnic patterns representing the origin of the product. This is seamlessly connected to the flavour “mood” illustration and supported by a unified yet differentiating colour palette that runs across the range of four tea and two coffee products.
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.
Brand identity for a new brewery product launch, based around the idea of the barman being able to inject some creativity when serving beer, applied across website and printed communications.