Phan Bon Omix
During 2 decades, Omix, established in 1999, is one of pioneers in researching and manufacturing fertilizer in Dong Nai Province and South East VietNam.
The main products are Mineral, Compound and Bio Organic fertilizer, which aims to optimize yields, improve crop quality and nutritional value, increase soil nourishment, against infection, illness, pollution, and reduce environmental impact.
– In the past, Omix market share mainly focused on Rubber Plant that has gradually weaken their brand identity
– Changing habits of farmers using chemical to organic products requires effort and time
– Products and Function planning for each lines/ crops in local areas
– Due to the competitive market place, counterfeit products in low quality makes the consumers more timid and careful with the new packaging.
– Due to the brand registration , logo was draft designed led to a conservative and quite shabby shape
– Products presentation in the retails was chaotic and scattered
– Omix is looking forward to be farmer’s close companion
After Client Interview for direction, foundation strategy and design
Research & Insight
Mr Huy, our clients, the second generation of the family, has just finished his abroad study and come back to handle his family business.
The knowledge and experience overseas has inspired and encouraged his willing to lead a turning point for Omix.
We had a lot of conversation and sharing about Omix origin, their beliefs, accomplishment and initial expectation.
Bratus has immersed in Omix world with deep insights and impression during those collaboration meeting.
In addition, since my childhood, there is a close bonding of me and cultivation and the field .
For Bratus, This led to an immense advantage in information receiving, thanks to a heart warming feeling with the brand and products.
Omix’s old identity restraint as well as other brands in the marker is the lack of concept and purpose, the spine of development.
We decided not to keep the old design, but refresh all and look forward to a story that is unique to their target consumers and
still be able to meet the market needs and conditions.’ The faith and joy to farmers as a close companion’.
Omix design is built on an important platform that is transformed in to brand visual and identity.
Recognizing brand purpose is the core of modern branding
Brand platform model
The core footprints of Omix is established and transformed to brand concept
Core key word Look & Feel
Keywords that represents the internal and external characteristics of Omix
Our first approach was inspired from the original land of Omix, Dong Nai. This is a province located east and northeast of Ho Chi Minh City.
Its names symbolize the fortune , blessings and prosperity. Deer ( Nai ) is a friendly and adventurous animal that can carry a positive message of the brand ,
the reason why we decided to call the product “ Phân bón hiệu con nai” ( the Deer Fertilizer)
Dong Nai was known as the deer cattle in the past.Their antlers is stylized to be branches and leaf, as a symbol of luck, prosperity and growth.
Wherever the deer is , the crop is abundant and green.
Meanwhile, Deer posture is depicted as a victory winner with a relaxed walk among the field, bringing a feeling of a good harvest season.
The calling name ‘Phan bón hiệu con nai’ is simple and memorable.
Typeface is chosen as a friendly simple and neat round corner, following the agriculture benefit.
The difference in letter X strengthen the mixing in product composition that help improve soil function and strengthen the plant immune system.
This highlight makes the logo stand out in application with a high identity.
The design language is consitent with the illustration style inspired from the antlers and brand purpose ““Mang lộc đến mọi nhà nông” “ Bring luck to farmers”
and the mantra “ Xanh cây tốt trái “ ( Green Plant, Great Crops) .
We use the recycled paper material with natural organic colors following by a careful handcraft process to bring an authentic feeling to users.
The packaging concept is redesigned carrying a positive message about abundant harvest season.
The inspiration derives from brand’s slogan “ Xanh cây , Tốt Trái “ (Green plants, Great Crops). Omix ’s product lines with multiple functions
offer effective solutions for wide range of plants and crops.
Meanwhile, Their main revenue comes from big retails in agriculture regions and small gardening stores.
Key Visual system inherits the identity motif, constructed from fruit and crop elements to create a set of patterns.
Those motif makes up the graphic for different types of fertilizers, forming a flexible but unified identity system that is
capable of adding new products in the future.
To attract customer’s attention and create a visual impression, color system are carefully consider in each lines, which yellow,
green and blue for Mineral, Compound and Bio Organic fertilizer respectively.
With a brand new design, we balance between product benefits, function and features which are suitable for cultivation on
large scale to medium family scale or even individual professional gardeners.
Furthermore, the design presents and raise the products value, as well as consumer’s
awareness of such simple goods on marketplace that is gradually saturated.
Those packaging sacks can be recycled and reutilized with different purposes in daily life, such as bag, raincoat…Following the stationery,
Packaging Typeface is simple and neat san-serif font, also with friendly round corners.
Contrast layout is established between information, product lines tag and function.
After 2 years of rebranding launch, we have got some feedbacks from our client.
– The new logo is benevolent, compassionate and memorable. Consumers started to call Omix The Deer Fertilizer.
– Brand Identity, promote their success, communicate and create great effects with their co-opperaters and clients, developers.
– The product structure is clear and consistent. Packaging is flexible for expansion, stand out in the retail and agent shelves with the front or rear presentation.
– Omix Packagings catch attention in many exhibitions
– Local consumers and clients are able to recognize the brand statement, Omix high quality product composition and packaging design
– Packaging stacks are recycled as many forms by farmers
– Beside Dong Nai marketplace, Omix has now expanding to other regions : Bình Thuận, Bà Rịa – Vũng Tàu, the west , Lâm Đồng.
– Last but not least, the economic growth has reached 50% per year in the high competitive agriculture market