Brand film project introducing Phu My's new brand identity.
The film introducing Phu My's new brand identity was released just as the Phu My Fertilizer brand celebrated its two-decade anniversary in the market. Right Media is one of the production houses that has worked with Phu My for many years. The film not only showcases the new brand image but also speaks about the spirit of innovation and the company's direction for the next phase.
This film project introduces the new Phu My brand identity.
Phu My's request
In the Vietnamese fertilizer industry, Phu My is a familiar name to farmers across the country. For more than two decades, Phu My branded products have been a part of farmers' lives through many seasons.
The video explains the significance of the change and the reasons behind Phu My's brand identity update.
After 20 years, Phu My wants to refresh its communication activities and reinvent its brand. The brand identity promotional video therefore serves as an official press release from the company to its partners, customers, and the market—those who have been with Phu My throughout its journey.
Phu My set four requirements for Right Media:
- This shows the formation and development of Phu My from its early days to the present.
- Explain the meaning of the logo structure, colors, and the new brand identity on the product packaging.
- Answering the question of why the brand identity was changed after 20 years.
- Sending the message "Phu My shares prosperity, looking towards the future"
Right Media's solution
Before writing the script, Right Media consulted with Phu My to understand the reasons behind the change in brand identity.
Right Media worked directly with Phu My to understand their requirements, and then chose the direction for creating the video.
Based on the working sessions, Right Media proposed dividing the brand identity introductory video into three parts:
The introduction (1/3 of the total time) recounts the formation and development of the brand through key milestones: the groundbreaking ceremony for the Phu My Fertilizer Plant in 2001, the establishment of the predecessor company in 2003, and the production of the first fertilizer granules in June 2004. Along with these milestones are the brand's first products and logo, an image that has been familiar to customers and partners for the past 20 years.
The following section (the next 1/3) explains the new brand identity, from the logo structure to the color scheme. The name "Phu My" is both the birthplace of the brand and evokes an image of prosperity for everyone, from fields to factories, from rural areas to cities. The highlight of the logo is the stylized letter Y, like a person with outstretched arms welcoming the sun. This image speaks to the spirit of embracing new opportunities and Phu My's people-centered approach: its employees, customers, and partners.
In terms of color, turquoise is considered the color of luck, fortune, and prosperity; orange symbolizes people, associated with positive emotions, enthusiasm, and happiness. Turquoise is also a combination of green (fertilizer line) and blue (chemical line), two product groups of Phu My.
The concluding section (the remaining 1/3) discusses the direction for the new phase. The product packaging uses completely new lettering and imagery, accompanied by the message "We are ready for the new era." For those who have been with Phu My for the past 20 years, the film responds that Phu My "always remains true to itself, always moving forward." The two slogans "for a bountiful harvest" (fertilizer line) and "sharing prosperity" (chemical line) are reiterated as a commitment to continue supporting Vietnamese agriculture.
The film visually explains the colors and meanings of Phu My's new brand identity.
In post-production, Right Media seamlessly blends old and new footage of Phu My, incorporating FX, motion graphics, tracking, and compositing. This allows the meaning of the logo and color scheme to be immediately apparent in the images, understandable to viewers without needing to read any documentation.
The commentary is concise and dubbed in Vietnamese, so that the message is closer to customers, partners, and especially the farmers who have been associated with the Phu My brand for many years.
3D CGI scene in the movie
Below is a scene created by Right Media using 3D CGI in the promotional video for Phu My's brand identity:
A 3D CGI scene from the Phu My brand film.
Result
Through the video introducing its new brand identity, Phu My sends a commitment to its customers and partners for the next stage of development.
The new brand identity is clearly and visually explained, reflecting a spirit of innovation and a sustainable development orientation. The video serves as a valuable resource for Phu My when introducing the brand and working with partners.
Right Media continues to produce branded films for Phu My Organic fertilizer.
Following this project, Right Media continued with a Branded Film for Phu My Organic fertilizer. The film tells the story of Mr. Doan, a tea farmer in the misty hills, who persevered in learning and dared to change his methods to move towards sustainable agriculture. The film also discusses Phu My's research, improvement, and integration of Japanese technology to preserve the most natural aspects of each organic product. Right Media handled everything from concept and script to character selection, setting, production, and post-production.
Right Media also collaborates with Phu My on many other media projects, including corporate films. TV commercial For new product launches, event filming, equipment rental, and livestreaming support.
The media products that Right Media produced in collaboration with Phu My were also selected to be screened at the National Achievements Exhibition on the occasion of the 80th anniversary of the August Revolution and National Day on September 2nd, held in Hanoi in 2025.
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