QUEENAM CHOCOLATE
Vietnam's First Multi-Flavor Chocolate-Coated Nut Brand
Flavor Variants Designed
Vietnamese Multi-Flavor Chocolate Nut Brand
Logo, Brand Identity & Packaging System
How do you create a premium chocolate brand from scratch — from the name itself to the shelf — that celebrates Vietnamese cacao heritage while appealing to modern, global palates?
Fancy Foods
SCOPELogo Design, Brand Identity, Packaging Design
“It's not just chocolate, it's a taste that connects. Queenam represents the essence of Vietnamese women — elegance, wisdom, and strength — in every bite.”
Brand Philosophy
Queenam Chocolate
THE BEGINNING
Fancy Foods had a vision: to elevate Vietnam's rich cacao heritage into a brand that could stand alongside the world's finest chocolate offerings. But they needed more than a product — they needed an identity. A name. A story. A visual language that could communicate "crafted in Vietnam" with global sophistication. Attention was engaged from the very first spark — naming the brand, then building every visual and physical touchpoint that would carry it to market.
NAMING WITH PURPOSE
"Queenam" was born from the fusion of "Queen" — symbolizing the elegance, wisdom, and strength of women — and "Nam" — representing Vietnam. The name itself tells a story: Vietnamese chocolate made with the grace and power of its people. The slogan "Loving more each bite" was crafted to convey love and care in every piece, transforming a simple snack into an emotional experience.
LOGO & BRAND IDENTITY
The logo system captures the duality of Queenam: the refined elegance of a queen's silhouette meeting the bold character of Vietnamese cacao. The brand identity draws from dark, rich chocolate tones meeting vibrant, playful flavor accents. The master layout system creates a flexible yet cohesive visual language across all touchpoints — from the logo's elegant proportions to the color-coding system that makes each of the 12 variants uniquely identifiable while maintaining brand unity.
SLOGAN
At the heart of the brand lives the slogan "Loving More Each Bite" — words that carry more weight than a tagline. Inspired by the timeless Casablanca ballad, where love is not a moment but a feeling that deepens with every return, the phrase transforms the act of eating chocolate into something quietly emotional. Just as the song speaks of a love that grows richer with time, Queenam was designed to be that kind of brand: one that earns its place not through spectacle, but through the accumulated warmth of every small, unhurried pleasure. Each bite is a reaffirmation — that good things deepen, that craft rewards attention, that the finest experiences are the ones you keep coming back to.
A COLLECTIBLE PACKAGING SYSTEM
The packaging design was conceived as a collectible system — 12 distinct flavors, each with its own personality, yet unmistakably Queenam. From Dark Chocolate to Durian, from Matcha to Yuzu, every variant tells its own flavor story while contributing to the larger brand narrative. The structural design ensures premium shelf presence and unboxing delight, bridging craft chocolate aesthetics with mass-market accessibility.
BEYOND VIETNAM
Through e-commerce powerhouses Amazon and Alibaba, Queenam moved swiftly into global markets — reaching consumers in the United States, China, and beyond. The brand's premium identity translated seamlessly across cultures, earning Queenam shelf space in MUJI Japan's renowned retail chain, where it quickly became a best-selling product. A Vietnamese chocolate brand, born from a name and a slogan, now standing among the world's most respected retail destinations.
Client Testimonial
“Attention Vietnam didn't just design our packaging; they captured the soul of our brand.”
As a premium Vietnamese chocolate brand, we needed a partner capable of delivering our core values to the world. Attention Vietnam was incredibly successful in conveying our quality and sentiments through branding and packaging that makes us stand out in both local and international markets.
Their creative vision gave us the confidence to compete globally, leading to a successful partnership with Muji, who accepted our brand because of its unique and attractive image. The team is proactive, professional, and truly understands our vision. We look forward to many more projects together.
Mrs. Vũ Thị Hoài Sơn
Founder & CEO, Tân Nhất Hương Group & Fancy Foods
