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Following trends among young, urban Vietnamese consumers looking for healthy beverages or energy drinks, ICP has launched Xtra energy drinks and TeaFres Herbal ready-to-drink teas. Because Xtra is an energy drink, its packaging must demonstrate strength, power, vitality and, of course, energy. To do so, the package uses bright colors, including a bold, yellow X stretching along the front. TeaFres Herbal’s packaging draws upon traditional cues of Asia’s most popular beverage: tea. The typography is reminiscent of ancient Chinese calligraphy while the package’s bold, red background reminds consumers of old packaging used for herbal remedies. (Package design: red Brand Builders, www.red.vn)
