With a fast elimination rate and fierce competition, in order to survive and develop, businesses in the food and beverage retail industry need to be really sensitive and constantly change to adapt to new trends, consumer preferences and expectations.

Fast-track news on Vietnam’s food and beverage retail market 2023

In the latest report of the Ministry of Industry and Trade, data from the market size of Vietnam’s retail industry is currently up to 142 billion USD. It is forecasted that this number will increase to 350 billion USD by 2025, contributing 59% of GDP.

According to a report from the General Statistics Office, in the first 5 months of 2023, the total retail sales of consumer goods and services is estimated at 2,527 trillion VND, up 12.6% over the same period last year. the same period in 2022 increased by 9.3%).


The retail food and beverage market is expected to prosper again soon. Photo: dungnhiephoinhap

The above figures show the strong development potential of the market, and also show the fierce competition of the industry. The question is how can businesses compete and stand out from hundreds of thousands of competitors out there? One of the indispensable secrets is owning a strong brand identity.

The importance of brand identity for the food and beverage retail industry

Brand identity is an indispensable element and plays a particularly important role for businesses operating in any business line, and the food and beverage retail industry is no exception.

Designing a brand identity for the food and beverage retail industry not only requires creativity and sophistication, but also shows the personality, values ​​​​and message of the product / service. A good identity system is a tool to impress, attract customers, increase sales and is a solid foundation for long-distance brand development.

To create a comprehensive picture of the business, the brand identity of the food and beverage retail industry needs to have at least the following items:

Logo Packaging Online identity: websites, publications, social networking sites Advertising publications: leaflets, vouchers…

Brand identity design trends for the food and beverage retail industry

With a fast elimination rate and fierce competition, in order to survive and develop, businesses in the food and beverage retail industry need to be really sensitive and constantly change to adapt to new trends, consumer preferences and expectations.

Going through a round of brands that have changed their brand identity recently and reporting from reputable businesses, Rubyk summarizes some brand identity design trends for the food and beverage retail industry. as follows:

1. Logo design trend: Minimalist but not monotonous

In the past few years, there have been many spectacular “makeovers” from domestic and foreign food and beverage brands, the old, outdated skin has been replaced by an impressive and bright identity. create more.


Vinamilk’s “changing clothes” has created a wave of extremely lively discussions on social networks.

In particular, the launch of a separate website so that users can create a logo for themselves with the same design as Vinamilk’s logo suddenly created a new trend on social networks.


Pepsi’s new logo clearly shows the energy that the brand represents

The common point of these changes is that they all focus on minimalism. This design style focuses on simplicity, clean lines and eliminating cumbersome details. The use of a neutral color palette, limited decor and clean lines creates a space that is neat, memorable, easy to understand but not monotonous, boring and still retains its inherent characteristics.

Font: Popular san-serif typeface Image in logo: Removed or reduced, more streamlined and highly recognizable. Color: Choose neutral colors or strong contrasting color pairs or bright, striking colors to both match your brand personality and create a strong visual impression.

2. Graphic design trends in the food and beverage retail industry

Similar to the minimalist “no-makeup makeup look” trend in the beauty industry, the food and beverage retail industry also seems to follow this path and the main focus is on industry products.

Here are some highlights in graphic design trends of the food and beverage retail industry:

Use bright, striking colors and harmonious combinations to create a vibrant design that makes an immediate impression. Use simple, yet highly identifiable illustrations. Images highlight a product’s feature, benefit or story, creating an emotional link with the customer. Use unique, creative, and contextual fonts. Using the right fonts contributes to a consistent, emotional design that is easy to read and remember. Product image is the focus: Avoid cluttering the design with too many distracting decorative elements or backgrounds, other elements of the design should just spice up the photo.

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For example, this design of TH* brand, the product is most prominent so that viewers can easily remember the image, name and taste of the product.

3. The trend of “going green” in the packaging design of the food and beverage retail industry

The packaging design industry becomes a lot more competitive when the packaging is as important as the product itself. Today’s packaging design, although prioritizing minimalism, is still based on a consistent brand design with clean and clear packaging from layout to images and the use of colors.

Besides, a trend that is not new but has been and will continue to have a strong impact on the production process and packaging design of enterprises is the trend of “greening” packaging. This trend is driven by the increasing consumption of green products globally.

With a deep awareness of the problem of environmental pollution, Orion Vietnam launches a model of “gentle packaging” with a reduced number of ink colors to limit the color of ink discharged for a green environment. This packaging line is deployed on Orion’s two main cake lines, Custas and Goute. A small action, but proves the product’s closer to nature, and at the same time inspires people about a green lifestyle to preserve the surrounding space.


Custas’ new minimalist packaging design replaces the bright and eye-catching product packaging of the past. Photo: Orion Vietnam

Now, the choice of packaging materials for food and beverage products is increasingly being put on the calculation table by businesses. Plastic and nylon packaging are gradually being replaced by more environmentally friendly materials: paper packaging, glass packaging, biological packaging, packaging made from recyclable and reusable plastic. …


Having a strong brand identity is key to success and increasing competitiveness for any F&B retail business. Above are some brand identity design trends synthesized by Rubyk that F&B retailers should not miss and can apply to their activities.