Tràng Tiền Ice-cream

The Heritage within the heritage

Founded in 1958, Tràng Tiền Ice Cream has become a beloved icon, attracting both foreign tourists and locals throughout the year. To reaffirm their place in the hearts and minds of customers and evolve with the times, the brand underwent a rebranding in 2020. In celebration of the 70th anniversary of the Capital's Liberation, Tràng Tiền Ice Cream collaborated with FPDB Creative to launch a campaign showcasing four traditional flavors through a concept that blends nostalgia with modernity.

OUR MENU

___

Creative Strategy & Idea

Art Direction

Production

Graphic Design

Copywriting

Objective

Recalling a treat, a heritage of Hanoi with a new look and spirit, still resonating with all generations, creating a lasting impression when thinking of Tràng Tiền Ice Cream along with its "timeless flavor."

With four traditional flavors that have accompanied the people of Hanoi for 65 years, it is no exaggeration to say that Tràng Tiền Ice Cream is a heritage treat deeply ingrained in the minds of not only the capital's residents but also generations of Vietnamese people.

To continue captivating the taste buds of future generations, especially ice cream lovers, FPDB aims to preserve the brand’s long-standing cultural values while also infusing a fresh, revitalizing spirit into Tràng Tiền Ice Cream.

T H I N K

Developed from the brand story of heritage and brand message "Timeless Flavor," FPDB Creative’s creative strategic solution is “The Heritage Within Our Heritage”. This strategy encompasses three aspects: the brand's cultural and historical value, a focus on the ingredients that define 4 timeless classic flavors, and a fresh visual approach for attracting audience and enhancing the after-rebranding journey.

BIG IDEA

The Heritage within the Heritage

C O O K

Tràng Tiền Ice Cream and FPDB Creative decided the second direction as the final solution to emphasize closeness, clarity, and heritage. All subsequent executions followed our art direction that highlighted Hanoi's lifestyle, utilized miniatures and a dominant product angle, with a mood and tone that was cozy, familiar, and bright.

Building on this strategy, we proposed three creative directions that align with the vision.

FPDB Creative used 100% real ice cream to authentically convey shape and texture, placing each flavor in a cultural context that matched its color. Specifically, young rice flakes ice cream (Kem Cốm) embodied the 35 Tràng Tiền building, Coconut Milk symbolized St. Joseph's Cathedral, Cocoa reflected the train street, and Green Bean represented the Old Quarter of Hanoi.

Coconut Milk Ice cream

With its main ingredient of fresh coconut combined with the rich aroma of milk and the refreshing scent of pineapple, coconut milk ice cream is the perfect choice for a sweet evening with friends and loved ones.

Green Beans Ice cream

The nutty flavor of mung beans combined with coconut milk, powdered milk, and grapefruit flower extract is sure to excite the taste buds of anyone trying it for the first time. Traditional mung bean ice cream is undoubtedly a must-have choice for the whole family this summer!

Green Rice Ice cream

Taking a bite of the cool Green Sticky Rice Ice Cream, the fragrant flavor of cốm spreads throughout the mouth, with a gentle sweetness that melts on the tongue, transporting us back to childhood memories of a charming and elegant old Hanoi

Cacao Ice cream

Strolling with friends or loved ones while savoring a cool cacao ice cream bar is surely a wonderful idea. With its main ingredients of cacao blended with the rich, aromatic taste of egg, complemented by a refreshing coconut flavor.