TDC Awards

TDC68, now in its 68th year, is all about how letterforms are used, recognizing typographic excellence and innovation along with the art and craft of typography and design. 25TDC, in its 25th year, focuses on how letterforms are drawn, and celebrates new typeface designs in all global languages. Both competitions receive entries from more than 60 countries.

2022 TDC Awards - Communication Design

Spark the new "Choy"?

Agency M-N Associates / Ho Chi Minh City

Client PetChoy

Category

Identity/Branding / Campaign

Annual ID

TDC68_084C

Description

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.​​​​​​​ Since rebranding, PetChoy has been grown quickly with completely outstanding packaging on shelves. We thought pets should be served as cool as human products. Our approach is a complete transformation for local pet food brands. 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 the pet food market.

2022 Awards

TDC Winner

Credits

Design Firm

M-N Associates / Ho Chi Minh City

Art Director

Anh Pham

Copywriter

Quan Nguyen

Creative Director

Anh Nguyen

Executive Creative Director

Duy Nguyen

Photographer

Wing Chan

Producer

Quan Nguyen

Social Media Manager

Quan Nguyen

Typographer

TypeType Foundry

Project Manager

Lan Mai
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