Vietnamese Organic Soap – Cô Ba

Design: To Nhat Hao
Partner: Tran Thanh Vy
Project Type: Student Project
Location: Vietnam
Packaging Contents: Soap
Packaging Substrate / Materials: Eco Paper
Printing Process: Digital Printing

In the early 20th century, it witnessed a brand from Vietnam which is made from 72% coconut oil attracting attention from both domestic and international consumers with an optimistic chance to blooming Vietnam reputation: “Xà Bông Cô Ba” (Cô Ba Soap – Cô Ba Savon). This soap quickly struck a chord with local people, partly because of its high quality and affordable price, but also due to the strong appeal to economic nationalism of its advertising slogan “Les gens devraient utiliser du savon de Việt Nam” (People should use Vietnamese soap). Cô Ba soap was also exported to Laos, Cambodia, Hong Kong, New Caledonia and even several African countries. However, due to the competition of various foreign items and the appearance of large corporations has made this brand gradually disappear in the not only Vietnam but also foreign consumers’ minds.

This design is a graduation project. Our team want to arouse a famous Vietnamese soap brand for bringing back national patriotism in the youth before the wave of foreign culture. Moreover, bringing the brand with old story to young people (Vietnamese also Foreigners) in a new and more appropriate way. People need to know the products or brands with long-lasting value of Vietnamese people.

On the old packaging, there was a real image of a woman called “Cô Ba” (“Miss Ba”), wearing “Áo Dài” with bun hair – outstanding features of Southern Vietnam woman in the early 20th century. To rebranding this brand, team decided to re-design this woman image by using vector to create the modernity, also the flexibility of the logo with the hair which was inspired by the leaves of coconut tree. Moreover, we tried to change the structure of the packaging, by using “origami” structure with Eco Paper materials, the new packaging can create the nature and the “explore” feeling in consumers when they open it and then they can see the history information inside.

What’s Unique?
Eco Paper Material with Origami “Box in Box” Structure. Interact more with consumers.

The history information inside, so that in surprisingly way, consumers can see clearly our brand story. Connect relationship with consumers.

Moreover, this packaging structure has not been implemented in the Vietnam market until now. It has an unique shape in Vietnam market!

Original packaging design