Sachs Tea
Food & Drink
Scope of work
Brand Identity Packaging
Time spent
2017 2018

The Story

The Challenges

SachsTea brand was developed in the honor of all artisans in traditional handicraft villages nationwide in general, as well as tea growing artisans in particular. The ambition of SachsTea is to initiate a community in order to share tea drinking habits and advertise Vietnamese tea to all over the world.

Our Solution

The inspiration of Brandex is from Vietnamese traditional cultural values, which were used as ingredients for the designs of SachsTea. From the Logo with typical geometric lines to the royal motifs applied in brand identity and typical features of Hang Trong and Dong Ho folk paintings on the package, all of them were created with consistency to deliver the typical features of Vietnamese culture in general and Vietnamese tea culture in particular.



The Logo inspired by geometric motifs to create a traditional sense and to induce the origin of the product. The lines in the icon have been stylized from the letters S and T in the brand’s name, Sachs Tea, to deliver the image of a traditional tea drinking space. Font used in the Logo has been standardized to create uniformity with the icon as well as evoke the product’s image.


Brand Identity

Nhất Thủy – Nhì Trà – Tam Bôi – Tứ Bình – Ngũ Quần Anh

The inspiration of the design is from window frames of ancient Hue Imperial City, combined with tea leaf veins and the tea drinking culture: “Nhất thủy, nhì trà, tam bôi, tứ bình, ngũ quần anh” (The idiom showing the order of importance in tea drinking: “The most important is water, then is the tea, the teacup, teapot, and the last but not least, tea-mate). Each element was adjusted into a typical graphic representing the attributes of the product, while the design has been unified with the icon.



Inspired by Dong Ho and Hang Trong folk paintings, with the lines and specialized style from folk paintings to convey and evoke the Vietnamese cultural values.

Brandex developed the package system based on recommended images using similar designing skills so that all the packages of SachsTea will be consistent and systematic.




Sach’s Tea – Traditional tea Brand
Creative Direction: Nguyễn Công Tùng
Designer: Nguyễn Duy Đức, Nguyễn Công Tùng, Nguyễn Xuân Quang
Packaging: Nguyễn Xuân Quang
Showcase: Nguyễn Duy Đức

Article by: Brandex Agency