We were invited to help reimagine Goldsun Packaging & Printing, one of Vietnam’s leading packaging and printing companies. With nearly 30 years of experience, trusted by clients like Samsung, Canon, and Google Home,  and  backed by three factories powered with over 2,000 professionals, their business was thriving. But their brand no longer reflected who they truly were.

Challenge

Goldsun began to question whether their brand still represented who they are today and where they’re headed. Their identity felt outdated and no longer showed the scale, innovation, or values they had built. Inside, they stood for care, responsibility, and sustainability, but that wasn’t clear to the outside world. What they needed wasn’t a new brand. It just one that truly reflected who they are now.

Summary

Goldsun, a leading packaging and printing company in Vietnam, asked us to realign its brand with its true scale, values, and direction. Despite strong capabilities in innovation, quality, and sustainability, its identity lagged behind perception. We completed deep internal audits and multi-market competitor benchmarking to surface gaps and possibilities, then built and tested brand hypotheses with leadership.

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Results

The outcome positions Goldsun as a partner delivering customizable, eco-friendly, globally compliant packaging that helps clients grow while reducing impact. The evolved system uses bold typography, earthy neutrals, product-led imagery, and recycled textures to express care and responsibility. Rippleflare, inspired by Đông Sơn heritage, captures movement, sun energy, and lasting influence. This identity signals Goldsun as a modern, trusted leader in both regional and global markets.