It is said that a journey to Hanoi without trying the flavors of Trang Tien ice-cream cannot be

deemed complete. Green rice flakes, mung bean, coconut milk or taro flavors ... these tastes
have been travelling with many people of generations rooted in the capital of long-live and
great history, Hanoi. 35 Trang Tien street has become one of the iconic symbols and a must-
go place for any travelers to this antique city or even its residents who want to retain all
memories associated with their past.

Established in 1958, through ups and downs ,the brand distills in itself a Hanoian spirit:
growing in modern times yet treasuring all these good-old days and lifetime memories.
However, life is changing and growing, and Trang Tien ice-cream has gradually become a
misfit among the other modern refrigerated desserts: Indistinctive brand identity, Easy
plagiarism and Customer misleading.

The work had been cut out for the brand to build an IMC to breathe new life into an obsolete
brand. The new identity must retain a traditional vibe while intermingling with modern
patterns' lifestyles.

With the BIG IDEA: Enjoy Trang Tien Ice-cream with natural, traditional ingredients means
that enjoy the taste of memories and culture of Hanoi

A new Slogan was created: "A Taste Through Time" emphasizing old values while also
providing a vision for the future.
The process of rebranding - changing brand identity of Trang Tien Ice-cream took place in
only 12 days. The new logo of the brand is green rice flakes ice-cream - the signature taste,
was first introduced in 1958. The wavy line on the roof of the Trang Tien building's
architecture is also depicted on the logo.

This brand identity transformation has brought about a visually enjoyable experience,
increased brand awareness and experience a sharply growth in business of Trang Tien Ice
cream. We reached about 5 millions reaches and roughly 1.5 millions interactions during
only 1 month booming.

Increase earn media through hundreds of travel and cuisine groups with people uploading
photos with their friends and sharing childhood memories with a street ice-cream. Many
journalists from reputable newspapers such as Zing.vn, Cafebiz, aFamily,... actively reported
this rebranding campaign.

The campaign got unexpected business results, boosted revenue by 3-4 times. The number of
alternatives also increased from 40 to 60 stores and over 100 stores within 1 month.

Through this campaign, the brand has reaffirmed its place as the national ice-cream brand in
all Vietnamese people’s hearts.