ViVi by Mingo
Uncovering joy, one bite at a time.
The Challenge
Mingo was launching ViVi by Mingo, an authentic chocolate-coated ice cream with a bigger role to play than a quick treat. In Thailand’s crowded ice cream market, the brand needed a position that would make it distinctive on shelf and meaningful beyond it.
Services
The Start
We began by mapping the market, testing the product and getting clear on where ViVi by Mingo could make its mark. Tasting sessions put it alongside competitors, helping us understand not only the product but the experience around it.
The opportunity was simple: ice cream can make an ordinary moment feel more joyful. We needed to give that feeling a brand people could recognise, share and return to.
Our Journey
We developed the name ViVi, meaning alive and cheerful, and built the brand around one idea: Uncover Joy. It gave ViVi by Mingo a role beyond ice cream, creating space to celebrate individuality and shine a light on emerging artistic talent.
Visually, we created the Sound of Joy: a bold system of waves, colour and texture inspired by rhythm, movement and the energy of everyday life. The identity was built to work hard, from packaging and social content to pop-ups and physical experiences.
We then developed a campaign strategy spanning teasers, cultural events and creative collaborations. The aim was to give people more ways to encounter ViVi by Mingo and uncover something new.
The Finale
ViVi by Mingo launched with a clear role and a look that does not blend into the freezer. Bold packaging made the product standout, while the identity created a recognisable platform for campaigns, experiences and creative collaboration.
More than a new ice cream brand, ViVi by Mingo became a way to share joy, one small moment at a time.
