About FreshBrand
WE DON’T CREATE THE FUTURE. WE HELP BRANDS GET READY FOR IT.
FreshBrand is a brand consulting and renewal agency, founded in 2011 in Ho Chi Minh City. We started with identity design, soon realized that a brand’s value runs deeper than its form, and from there put strategy and brand renewal at the center of our work.
What we pursue is helping brands keep their value, even when everything around them changes.
Every brand is created for a purpose, but not every brand is remembered, stirs emotion or becomes part of people’s lives. FreshBrand believes a brand’s value is measured by whether it is felt, trusted and chosen. That belief led to the founding of FreshBrand in 2011.
In the early years, our work centered on brand identity and how brands are expressed visually. From 2012, FreshBrand took on a consulting role, having seen that a brand needs a direction clear enough to guide every design that follows. Over more than 15 years of practice, each new project and industry has kept widening how we see brands: from how a brand is expressed to what it stands for and how that is felt.
Every brand tells a story. Only brands that mean something go on being retold by life.
WHAT WE BELIEVE.
Every project raises new questions, but the three beliefs below still guide FreshBrand across every industry and size of business. How they turn into a way of working is set out on the Approach page.
MEANING
Products can be copied, and technology can be caught up with. A brand’s meaning takes time, trust and consistent experiences to build, which is why it is the hardest thing to copy.
PERCEPTION
A brand only begins to exist when people perceive it. What we design, then, is a system that helps a brand be felt consistently at every point of contact, from products and people to spaces.
RENEWAL
As new things become ever easier to make, what is rarer is knowing why to renew. For us, renewal means having the courage to change what no longer creates value, while holding on to what makes the brand who it is.
Trần Anh Tú
“A brand is not only what a business creates, but the meaning people feel in what the brand stands for.”
The brands we have worked with.
No two brand problems are exactly alike, because every business has its own history, size and challenges. Over more than 15 years, FreshBrand has worked with businesses in nine sectors, from industry, finance and agriculture to food, real estate, healthcare and education.
Selected Clients
Ourworkspace.
FreshBrand’s office in Ho Chi Minh City, where the team researches, sketches and talks through each project together.
THE STARTING POINT CAN BE SMALL.
It may be a product, a touchpoint or a positioning that needs a fresh look. FreshBrand starts from what the business sees today to find what the brand really needs.