Client: UNIBEN
Brand: ABBEN + BCAA
Tasks: New brand development
Abben came with a clear brief: launch a new BCAA +Energy SKU that extends the existing brand into functional drinks while standing on its own in one of the most visually saturated retail markets in Southeast Asia.
The Vietnamese shelf is loud. Winning it means making one decision instantly legible. That decision was to put BCAA first.
The label architecture is built around that priority. The BCAA logotype dominates the label face — oversized, bold, impossible to miss at shelf distance. The Abben brand block sits above it, clearly present but no longer competing for the first read. Below, the functional benefit stack is laid out in a structured tag system, bringing the product’s USP to the front rather than the fine print
The energy drink identity of the original Abben — the black label, the aggressive typographic weight — is preserved and carries through into the new range. It anchors the BCAA line within the family and signals the energy platform clearly.
Across five flavors, real fruit photography and a strict color coding system do the navigation work. Each variant owns a color — purple, orange, yellow, blue, red — expressed simultaneously through the label, the fruit visual, and the liquid itself. The system makes the range instantly readable on shelf while holding together as a coherent family from a distance.
