AAN RICE — FROM FIELD TO TABLE
Vietnam's Clean Rice Revolution — A National Brand Built on Trust
Retail Points Nationwide
Factories (63,000 m² Total)
Exports to Japan & EU
How do you transform a rice commodity into a trusted national brand — with packaging that communicates heritage, quality, and full traceability from field to table?
Aan Vietnam (Tân Long Group)
SCOPEBrand Identity, Packaging Design, Visual Identity System
“Providing clean, safe rice products — contributing to elevating the value chain of Vietnamese agricultural products on the international stage.”
Brand Mission
Aan Rice
A NATION'S RICE HERITAGE
Rice is Vietnam's soul, yet the market is dominated by generic, unbranded packaging. Tân Long Group, established in 2000, built an agricultural ecosystem spanning 6 industries with over 4,000 employees. In 2021, they founded Công ty Cổ phần Lương thực A An with the mission to bring clean, safe rice products to Vietnamese consumers and elevate Vietnamese agricultural products internationally.
THE BRAND CHALLENGE
How do you transform a commodity into a trusted national brand? Aan Rice needed packaging and identity that communicated purity, traceability, and premium quality — values that generic rice packaging fails to convey. The design had to work across 70,000+ retail points nationwide, from modern supermarkets to traditional markets.
FROM FIELD TO TABLE
The brand identity is built on the concept of a closed-loop value chain: from cultivation with certified seeds and organic farming, through standardized factories with strict quality control, to cold silo storage preserving maximum nutrition, and finally packaging with full batch traceability. Every step is controlled and verifiable.
PACKAGING THAT COMMANDS TRUST
The packaging system communicates quality at every touchpoint: clean typography, distinct visual identity for each rice variety, and clear traceability information. The design elevates Aan above the commodity noise while remaining accessible to everyday consumers.
REACHING THE WORLD
Aan Rice has achieved remarkable success: 3 factories, 63,000 m² total area, 70,000+ retail points, and 54,000 tons of warehouse storage. The brand has earned trust in Japan's demanding supermarket chains and conquered European markets — proof that Vietnamese agricultural products can meet the world's most stringent quality standards.
