With Vietnam’s rapidly changing food culture, Kinh Do, once a beloved staple, needed to reconnect with a new generation. The goal was to re-establish the brand as a symbol of national pride while preserving its cultural roots.

The Kinh Do Fresh range (Tươi) was revitalised through a bold visual language inspired by flavour, texture, and the interplay of tradition and modernity, giving the product renewed relevance and energy.