Launching a new brand for kids and moms

Client
Soyumm Ngon Sausage Snacks

What we did
Brand Identity | Packaging

Jupiter Foods approached Aleph to design and launch a new ready-to-eat sausage brand into the Vietnam market. The key challenge was creating a RTE-sausage snack brand that not only appealed to kids, but reassured the producer purchasers, moms, of their selection.

The story of Planet Ngon

Together, we conceptualised and brought to life a distinctive and appealing Planet Ngon story. It allowed kids to enter and experience the magical planet of Ngon and join a Hero Team of characters with special powers. Their mission was to protect Planet Ngon's special secret recipe from sleepy, grumpy, lazy baddies.

We created the brand experience for a range of product variants, communicating a variety of nutritional benefits along with SoYumm's ‘farm-to-fork’ product promise to build brand trust, nutrition and quality cues amongst mom’s.

The launch was supported by a range of integrated marketing communications touch-points — including a digital game and TVC.

Flying off the shelves

The success of the brand and launch resulted in a shortage of the product in the market.