CHU TRINH NIAOULI Essential Oil
Chu Trinh is an essential oil brand from Vietnam that harvests Niaouli oil with local farmers. Tsubaki designs a new identity for the brand that helps position its unique farmer-driven model as it begins to expand its e-commerce business.
The Chu Trinh brand identity takes after the name of the founder’s father, which means “Uncle Trinh” in English. As Chu Trinh grows, it wanted to showcase the story of Niaouli oil harvesting to new customers.
Tsubaki developed a logo resembling the figure of Uncle Trinh holding a drop of oil in his palms – a gesture that evokes the feeling of warmth and care for the plant that gives us this precious oil. At the same time, the logo shows a person who is determined to revolutionise Niaouli farming with fellow local farmers in the city of Hue, Vietnam. The modern typographic approach gives the overall logo an Asian vibe.
The colour palette used on the packaging is influenced by the colours commonly associated with Vietnamese. The scene is set in a Niaouli plantation farm, showing a glimpse of the life of farmers tending to Niaouli trees. Quickly enough, the scene progresses to the harvest season, showing the farmers enjoying the view of fully-grown Niaouli trees and appreciating the great bounty from Mother Earth. It is a story of three generations of farmers – grandparents, parents, and children – making a living from Niaouli yields.
Client
Chu Trinh (France & Vietnam)
Creative Director
Jay Lim
Illustrator
Michelle Ku
Designer
Xin Ning
Copywriting
Vivian Toh
