TDC Awards

The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.

2022 TDC Awards - Communication Design

Spark the new "Choy"?

Agency M-N Associates / Ho Chi Minh City

Client PetChoy


Identity/Branding / Campaign

Annual ID



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

Total Points: 20

TDC Winner


Design Firm

M-N Associates / Ho Chi Minh City

Art Director

Anh Pham


Quan Nguyen

Creative Director

Anh Nguyen

Executive Creative Director

Duy Nguyen


Wing Chan


Quan Nguyen

Social Media Manager

Quan Nguyen


TypeType Foundry

Project Manager

Lan Mai
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