Cô Ba Soap - Xà Bông Cô Ba

This is just only my Graduation Thesis. I worked with my teammate through 4 months to complete this project. And our team is extremely honored that the project has been presented on the site Packaging of The World: https://packagingoftheworld.com/2019/01/vietnamese-organic-soap-co-ba.html

Introduction

At the beginning of the 20th century, Xa Bong Viet Nam - was the first Vietnamese aromatic soap brand to compete with well-known foreign brands established by Mr.Truong Van Ben. This product appeared on all the press with the call “Good quality soap with low cost”, “Vietnamese people use Vietnamese soap”.

Vietnamese people in that time, no one not know about the famous image of this soap brand - a woman with a bun hair, wearing “ao dai”. Many anecdotes tell us that the woman pictured in the fragrant soap and its brand trademark is Mr. Ben’s wife, named “Co Ba” (Ms.Ba). This is also the reason why people always call and memorize this brand by the name “Xa Bong Co Ba”

However, due to the competition of various foreign items and the appearance of large corporations has made this brand gradually disappear in the Vietnamese consumers’ minds.

Brand Positioning

In the complex situation in the market today, identifying differences among many brands is more difficult for many customers. Faced with that situation, businesses need to create a personal impression, a personality for their own brand. Since then, brand positioning strategies have came up.

Xa Bong Co Ba has been withdrawn from market long time ago, therefore in order to come back new challenging Vietnam market as now, Co Ba can not sustain its position as “low price, high quality”, it needs a fresh and appropriate brand new position to create differences and show its own personality: “Personal product takes care of completely fresh generation to encourage them to freely explore the modern and youthful things in life”.

New Direction

Pre-design

1. Research

Before starting to design, it is necessary to study and understand logo design of other competitor brands in the same line. This enables better understanding about existing logo design styles and thereby determines appropriate design direction for Co Ba during designing its own material.

2. Moodboard

3. Logo Idea Sketches

A period of visual process starts from the paper sketches. The purpose of this stage is to record all ideas. After that, the best solution would be chosen from plenty of options.

One of the goals of the brand is to show the image of Vietnamese women in a new era. Thus, Co Ba images (based on moodboard analysis) were sketched in various modern styles such as line, array, abstract, etc. In addition, there were also some options showed the image of Co Ba with the youthful and trendy poses.