Refined Packaging Solution for an Award Winning Water Brand from Vietnam
Miocen is Vietnam’s premium natural alkaline mineral water brand, sourced from ancient sedimentary aquifers in the Tien Giang province. A proud member of the Fine Water Society, Miocen stands apart not merely for its purity, but for its provenance — shaped over millions of years. Its ambition: to share a story of nature’s finest craftsmanship and position itself as a symbol of heritage, wellness, and mindful living.
Crafting a Soulful Brand to Elevate Vietnam’s Natural Legacy
In a saturated category defined by overused purity claims, Miocen needed to rise above the noise. It sought a brand that could capture not just quality, but soul — a quiet confidence grounded in authenticity, timelessness, and Vietnam’s natural legacy. The brief called for more than just a beautiful identity — it demanded a compelling narrative and a refined brand experience that could connect emotionally with a global audience.
A Provenance Brand Story
Sedgwick Richardson anchored Miocen’s brand in the idea of True Treasure — a powerful expression of purity, patience, and provenance. This concept became the cornerstone of a narrative that honoured the passage of time and the artistry of nature, resonating with conscious consumers who value meaning and sustainability.
A Strategic and Creative Packaging Solution
Visually, the brand translated this ethos of timeless refinement into a striking identity inspired by the sedimentary formations from which the water is drawn. Elegant typography, a mineral-rich colour palette, and a packaging system designed for both beauty and impact came together to express natural luxury. The bottle design created a ‘blocking effect’ on-shelf, where aligned illustrations formed a seamless, sculptural presence — commanding attention and reinforcing the brand’s refined sophistication.
The launch of Miocen redefined Vietnam’s presence in the premium wellness landscape. More than just a water brand, Miocen now stands as a symbol of national pride and natural heritage — an embodiment of mindful living, bottled with care, and crafted for a discerning global audience. It is a quiet revolution in the category: timeless, elegant, and deeply rooted in the land from which it came.
