Kun Rebrand
Overview
The major brand of IDP (Sữa Quốc Tế) Kun Milk stands out as Vietnam's beloved choice for children's milk, renowned for its captivating animated series, "The Incredible Farmer Family," and "The Dark Powers." For generations, these animated tales have captivated young hearts across the nation, making Kun Milk an enduring favorite among kids. Beyond providing quality dairy products, Kun Milk is committed to fostering educational initiatives. Through popular programs like "Kun Stronger", "Kun Environmentalist", and "Kun Better", Kun Milk brings its enchanting world to life while guiding children along positive pathways. These initiatives aim to merge entertainment with education, allowing children to explore the world of Kun Milk while learning valuable lessons about staying active, protecting the environment, and embracing goodness.
Art Direction
Visual Identity
Packaging
Brand Development
Guidelines
Digital Imaging
Logo
As far as evolutions go this one isn’t the most drastic as the holding shape and the typography within it remain basically the same but there are still a couple of highly beneficial improvements. Getting rid of the shapes in the negative spaces of the letters makes for a far cleaner logo and allows the letterforms to be more readable. The gradient in the old logo was unnecessary and just made a busy logo busier so removing it was a good move, not so much on M — N Associates’ part but on the client’s part to let go of it. Lastly, there is one less stroke on the holding shape and the drop shadows have been cleaned up a little which helps the logo not “vibrate” as much as the old one. Overall, not very exciting but solid improvements.
Concept
In a strategic move aimed at captivating the new generation of children, Kun is undergoing a complete revitalization, stepping boldly into a new era. The brainchild of this transformation is the visionary concept of "KUNIVERSE," a gateway inviting children consumers, who're not like the other competitors, pick their own milk, into a realm of boundless goodness.
Typeface
Each element of the brand experience, starting from the MN Kun font that mirrors the playful authenticity of children's handwriting to the pixel-inspired design, encapsulates the real-life learning and playing experiences of today's kids. These elements form a gateway into the vivid, digitally enhanced, 3D, and dynamic KUNIVERSE, promising an immensely enjoyable journey.
Character
In a visionary leap, our fresh brand direction unveils an entirely reimagined Kuniverse. Through meticulous character redesign, we've enriched the Kun family with enhanced depth, immersing them in vibrant digital environments akin to the futuristic landscapes where today's children explore and play. Our focus is on seamlessly aligning these characters with the ever-evolving digital world, forging a powerful connection between Kun and the captivating digital experiences shaping the future.
Campaign
With the three typographic styles and the flexible illustration system, the identity can adapt to different mediums to reach kids where they are, whether it be on mobile, on TV, at school, in the street and adapt their messaging in different ways all while presenting its characters front and center, which I am guessing are strongly associated with their products so, in the end, no matter which style or delivery medium is used, the end goal of selling milk cartons and yogurt pouches is achieved.
Approach
This revitalized approach aims to resonate with the digital-savvy youth, infusing Kun with an aura of excitement, vivacity, and coolness. It's a collective effort to reinvent Kun's brand touchpoints, ensuring that each interaction invites kids into an immersive, exhilarating, and delightful journey through the redefined Kuniverse.
