# Vietnamese-Inspired Food Branding 'NAM VI' Introduces a Contemporary Take on Traditional Cuisine By Laura McQuarrie | Published 2017-09-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nam-vi References: [thedieline](http://www.thedieline.com/blog/2017/8/21/nam-vi) NAM VI was developed as a conceptual premium food brand to target young audiences in Europe. As traditional Vietnamese cuisine is based on the five elements (wood, fire, earth, metal and water), the concept developed by Nóra Mészáros introduces a cast of vibrant characters to correspond to each. Alongside these figures, the design incorporates other aspects of the culture as well, including aspects of the zodiac, local plants, plus Vietnamese folklore and mythology. To express the qualities of each products, a character or a combination of characters can be seen on the packages for products like [bottled coffee beverages](https://www.trendhunter.com/trends/readytodrink-vietnamese-coffee), rice casseroles and [soup bases](https://www.trendhunter.com/trends/specialty-products). With the rise in foodie culture, many adventurous young consumers are looking to experience new [globally inspired flavor combinations](https://www.trendhunter.com/trends/taste-our-world), which demands the creation of contemporary and eye-catching packaging to match. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 32% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Globally Inspired Food Brands:** Opportunity to create innovative and eye-catching packaging for food brands that offer a contemporary take on traditional cuisine. - **Character-based Branding:** Disruptive innovation opportunity for brands to incorporate vibrant characters in their packaging to resonate with young audiences. - **Cultural-inspired Packaging:** Demand for packaging that incorporates elements of local culture, folklore, and mythology to enhance the overall brand experience. ### Who This Affects Most - **Food Packaging Industry:** Opportunity for food packaging companies to create innovative and visually appealing designs for globally inspired food brands. - **Food and Beverage Industry:** Disruptive innovation opportunity for food and beverage companies to introduce new flavors and products that cater to adventurous young consumers. - **Graphic Design Industry:** Demand for graphic designers who can create captivating packaging designs that incorporate cultural elements and vibrant characters. ## Related on Trend Hunter - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/modern-coffee-packaging.md) - [Redesigned Culinary Mix Packaging](https://www.trendhunter.com/trends/sunbird.md) - [Specialty Vietnamese Spices](https://www.trendhunter.com/trends/vietnamese-spice.md) - [Vietnamese Culture-Honoring Balanced Lighting](https://www.trendhunter.com/trends/r-cy.md) - [Vietnamese Pantry Kits](https://www.trendhunter.com/trends/pantry-kit.md) - [Food-Inspired Brand Imagery](https://www.trendhunter.com/trends/cooking-clases-barcelona-venue.md) - [Natural Plant Beverages](https://www.trendhunter.com/trends/natural-plant-beverages.md) - [River-Inspired Beer Identities](https://www.trendhunter.com/trends/mekong-river.md) - [Nostalgic Flavor Campaigns](https://www.trendhunter.com/trends/taste-of-home-campaign.md)