Trung Nguyen – Creative Ground Coffee (Concept)

Derrick Lin


Creative Agency: Wong
Project Type: Concept
Location: Vietnam

Trung Nguyên is a Vietnam-based business group involved in the production, processing and distribution of coffee. Trung Nguyên is a major domestic coffee brand within Vietnam, and exports its products to 50 countries, including major Asian markets such as Japan and Singapore.

CREATIVE ground coffee is sub brand of Trung Nguyên. Based on client’s request: incorporate animal mascots into the packaging design. These characteristics of animal mascots represent for business success.

– Eagle: wingspan, self-due, visionary, goal, great focus
– Lion: strength, unparalleled, lord, pride, courageous, leadership
– Fox: acumen, smart, charming, agile, seize, opportunity
– Wolf: independent, natural, foraging in groups, coordination, efficiency, discipline
– Owl: bright, foresee, illuminate, intelligent, inspire