ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Packaging Design

Spark the new 'Choy'?

Agency M-N Associates / Ho Chi Minh City

Client PetChoy


Pet Products

Annual ID


About the Work

PetChoy provides delicious meal plans for cats and dogs in Saigon, Vietnam. PetChoy aims to educate and empower the pet-loving community with an accurate and comprehensive understanding of pets' nutrition and health.​​​​​​​ We thought pets should be served as cool as human products. Our approach is a complete transformation for the local pet food brand to compete with international ones in visual and content direction, and target new customer types like urbanist and GenZ. The highlight communication brand tool is the custom TT Trailers PetChoy with special pet-like detailed Vietnamese diacritical marks that was crafted together with TypeType Foundry. Launched during lockdown period, but PetChoy got a great impact on the market, skyrocket sales and brand awareness, create a new phenomenal hit on pet food market.

2022 Awards

Total Points: 9


Design Firm

M-N Associates / Ho Chi Minh City

Creative Director

Anh Nguyen
Duy Nguyen


Anh Pham


Wing Chan


Quan Nguyen


TypeType Foundry

Project Manager

Lan Mai

Content Director

Quan Nguyen

Web Designer

Anh Nguyen


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