Amid the increasing pressure from competitors, Habeco relaunched Hanoi Premium as a premium beer for upper mainstream segment.
Hanoi Premium is redefined as a refined blend of heritage and ambition — delivering the true taste of premium quality with authentic value. With the brand proposition “Rise from the Root, Shine the Future,” the brand positions itself as a companion for Vietnam’s Rising Stars — progressive, confident, and forward-thinking individuals who pursue success while honoring Hanoi’s timeless traditions.
Expertise showcased: Strategic brand repositioning, full-funnel campaign design, premiumization strategy, integrated brand experience.
We translated Hanoi Premium’s signature smoothness into a minimal, refined image system—maximizing the power of silver and the premium star as unmistakable cues, while preserving the inherited sense of craft and pride shaped over 135 years of legacy.
The TVC treats “beauty, taste, and smoothness” as sensory storytelling—captured with precision and restraint—before widening into the target audience’s enjoyment moments, where the product shifts from an object to a shared ritual.
To maintain consistency at scale, we adapted the identity into a disciplined system for all materials—so every format carries the same premium imprint: exceptional smooth taste, polished elegance, and the brand’s signature refinement.
