Hulobi

The Story of the Green Garden, the Story of the Brand

Hulobi is a fruit distribution brand with a 30-year history in Hanoi. Initially, Hulobi was just a small shop at Long Bien fruit market. In the process of formation and development, the Brand has developed its position as a trusted fruit distributor with diverse supplies, fruits that come straight from the garden, flexible packaging, and affordable price.

“Friendliness” is the impression that Hulobi wants to build in customer's mind. Hulobi is a friend of every Vietnamese family or any consumer who wants fresh fruits at good prices.We advise HULOBI to create its positioning based on 03 traits: "Diverse - Friendly - Fresh". We wanted to tell the story of Hulobi through the image of a fresh garden. That place has numerous kinds of fresh fruits and dedicated farmers – a place where people treat each other with care and friendliness. From the insight: “Fruit from the garden is always the "cheapest", we created the message "Fruits from the green garden - Fresh and healthy".

The design challenge is creating a brand identity that is unique yet friendly and simple enough for every customer to understand. “Diverse” – the 1st trait of the brand is demonstrated by creating Hulobi’s logo with numerous types of fruits, illustrating a fresh, fruitful garden. The logo comes with a label to increase efficiency in the application.

With Hulobi, we considered the packaging system as the most important touch point with customers since that’s where customers have the most contact with the Brand. Inspired by the lane, mesh bags - items that mothers and grandmothers have long used when going to the market - we created a unique Identity for the Packaging system.