Putting images and symbols into products and services: Spreading the beauty of the homeland

Culture helps position the brand

Jadify is a premium gift brand with a strong cultural and personalized touch, founded with the aim of "telling Vietnamese stories through each gift". Ms. Tran Hai Ngoc (Tien Du commune), one of the founders of the Jadify brand, shared: "As a child of Bac Ninh , I am very proud of my homeland's cultural heritage. That is also the reason why I implemented the idea of "Bac Ninh's beauty" for Jadify's thermos cup model. Accordingly, Jadify thermos bottles, cups, and glasses are engraved with six prominent symbols of Bac Ninh such as: Dong Ho paintings, Phu Lang pottery village, Do temple, Ba Chua Kho temple, Dau pagoda and Quan Ho singing on the boat with delicate and realistic strokes. The above images have created a miniature picture of Bac Ninh, full of poetry and rich in identity".

Customers enjoy ice cream sticks shaped like Do Temple relic.

In the design stage, the Jadify team collaborated with artists from the University of Fine Arts ( Ho Chi Minh City) to research and learn about the landmarks, craft villages, and typical symbols of Bac Ninh and sketch by hand. After that, the design was transferred to a digital version for UV printing on the surface of the product. Finally, the items were packaged in a uniform gift box, accompanied by a postcard introducing the meaning of each image. "Every time customers hold the product in their hands, they touch the stories of Bac Ninh, where art, spirituality, and folk memories blend together," Ms. Ngoc confided.

Inspired by the culture and cuisine of the Quan Ho region - the hometown of the founding team, Nhe cafe has become a destination for many diners looking for a peaceful place and a space bearing the mark of the Kinh Bac countryside. Currently, this coffee brand has 5 locations in the wards: Yen Dung, Bac Giang , Kinh Bac and Tu Son. In particular, the most special is Nhe cafe in Tu Son ward with a curved roof design that recreates the image of the communal house roof of Dinh Bang village. The space of the shop has a floor inspired by the "green stone road" of Phu Luu village - the hometown of writer Kim Lan. The ceiling and lights use diep paper - the raw material of Dong Ho folk paintings - for decoration. Besides the creativity of space, Nhe cafe's food and drink menu is also imbued with Kinh Bac culture with the way each dish is named such as: Chieu Den Do, Morning Kinh Bac, Coconut Xiem Phu The, Tran Chau Phu The (reminiscent of the famous Phu The cake), Lychee Tea (ingredients from Luc Ngan lychee)... In addition, Nhe cafe also regularly organizes activities such as Quan Ho singing exchanges, water puppet performances, clay figurine making...

Mr. Nguyen Dinh Minh, founder of Nhe cafe brand chain said: “With the pride of being a son of Kinh Bac region, we want to tell the cultural story and preserve the traditional quintessence. Hopefully, the small details in the space and the names of the drinks will evoke in customers a love for their homeland Bac Ninh”.

Preserving traditional values

In addition to Jadify and Nhe cafe, the typical cultural features of Kinh Bac have been used by many individuals and businesses such as: Designer Thach Linh included them in the collection of ao dai and evening gowns to introduce at the fashion show "Tinh hoa Kinh Bac"; the brand Cong ca phe used the traditional clay toy of Ho village (Thuan Thanh ward) to continue the message "Cong tells the story of Vietnam"; the ice cream brand Gelato Stick recreated famous landmarks and images such as: Non quai thao, Dau pagoda, Ba Chua Kho temple, Do temple, Bac Ninh Quan Ho Folk Song Theater on each ice cream; Emeralda Resort Ninh Binh opened the "Tinh hoa Dong Ho" experience service with activities of painting, drawing, and exhibiting Dong Ho paintings...

Some typical images of Bac Ninh are used by Jadify brand as gifts.

According to Ms. Tran Hai Ngoc, CEO of Jadify: “Every month we sell hundreds of products. Our customers are people from Bac Ninh who are far away from home or people who love traditional values. They often buy them for their own use or to give to partners and relatives. In addition, units and organizations order them as souvenirs for international guests or as gratitude gifts at local cultural events. They appreciate the professionalism in design, especially the identity of Bac Ninh. We are continuing to develop ideas for product lines called “Puppetry Village Stories” and “Dong Ho Colors” with the desire to tell more cultural stories of Dong Ngu water puppetry village (Song Lieu ward) and Dong Ho painting village (Thuan Thanh ward) to customers.”

Integrating cultural materials into products and services is a very effective form of “soft promotion”. The product will become a “cultural ambassador”, helping each person remember the homeland of Quan Ho, feeling in it the soul of Kinh Bac land rich in cultural traditions. Especially, when the product is brought far away as a gift to friends, foreign partners, overseas Vietnamese… then the identity of Bac Ninh will spread accordingly.

Article and photos: Nguyen Hoa

Source: https://baobacninhtv.vn/dua-hinh-anh-bieu-tuong-vao-san-pham-dich-vu-lan-toa-net-dep-que-huong-postid423599.bbg