Client & Problem:

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Minh Long is a high-class ceramics and porcelain tableware brand that is well-known and familiar among old and middle-aged generation. However, it failed to connect with young customers, Millennials and Gen Z, which could impact on business expansion in the next 10 and 15 years.

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Objective:

 

Develop a sub brand that will become the leading brand of high-quality ceramics and porcelain tableware for young customers aged 20-33, with a view to gain 30% market share by the end of 2022.

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Insight: 

 

Nice-looking tableware encourages owners to enjoy cooking and eating at home. Tableware is not only daily use products but also home items that help express individual personality and lifestyle.

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Solution: 

 

Make target customer feel connected with the brand through uniquely creative designs that speak for their generation.

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