Celebrating life with Viva
URC, Vietnam
The challenge
Rice-based drinks are one of the fastest-growing segments in the Vietnamese market. Deeply rooted in the country’s heritage, rice is already a familiar and trusted ingredient in everyday life.
But the category is crowded. Most brands compete on the same functional and health claims, creating a sea of sameness where emotional connection is often missing.
The Opportunity
With Viva, the ambition was clear: move beyond functional benefits and build a brand that connects on a more human level. Vietnamese consumers already understand what rice drinks do for the body. What was missing was what the brand could do for the spirit.
The name Viva captures this shift. It speaks to vitality, optimism, and forward momentum, reflecting the energetic and resilient spirit of Vietnamese culture. It honors tradition while looking confidently toward the future.
The design system brings this idea to life by blending tradition and modernity. Intricate patterns rooted in local visual heritage meet bold, confident colors that stand out on shelf.
The result is a brand world that feels natural
and authentic, yet unmistakably vibrant and contemporary.
Viva transforms a familiar category into something more uplifting and emotionally charged, celebrating vitality in a way that resonates with modern Vietnam.
