The brand film project introducing Phu My's new brand identity was launched to mark a significant milestone in the brand's transformation after more than 20 years of development in the market. In this project, Right Media continued its partnership with Phu My as the production house, producing the brand film to convey the new brand image as well as the spirit of innovation and development direction of the business in the next phase.
Brand film project introducing Phu My's new brand identity.
Customer requirements
When it comes to the fertilizer industry in Vietnam, Phu My NPK is a familiar name to most farmers across the country. Over more than two decades of development, Phu My branded products have become a trusted companion for farmers, contributing to improved crop yields and quality. With its established reputation in the market, Phu My continues to maintain its position as one of the leading fertilizer manufacturers and suppliers in Vietnam.
Right Media highlights the significance of this transformation and the reasons behind NPK Phu My's brand identity change.
The brand film project introducing the new Phu My brand identity marks a transformation after more than 20 years of formation and development for NPK Phu My. This is like an official announcement that the company sends to its partners, customers, and the market – those who have accompanied NPK for more than a decade.
Given its special significance in the brand renewal journey, the project also demands high standards in terms of content, visuals, and message delivery. The challenge NPK Phu My posed to Right Media this time was:
- The video content should showcase the formation and development of NPK from its early days to the present.
- Explain the meaning behind the logo structure, colors, and the new brand identity in the product packaging.
- Explaining why the brand identity was changed after 20 years.
- Conveying the message "Phu My shares prosperity, looking towards the future"
Right Media's solution
Receiving the brand film project introducing Phu My's new brand identity is a great honor for Right Media, as it gives us the opportunity to collaborate with a leading brand with a strong reputation and position in the Vietnamese fertilizer market.
Right Media works directly with businesses to exchange ideas and listen to requirements from NPK Phu My, thereby creating videos that are tailored to their needs.
In this project, Right Media spent a significant amount of time listening, discussing, and understanding the meaning behind Phu My's brand identity change. Through discussions with NPK Phu My, Right Media proposed a video with a clear content structure, divided into three main parts:
The opening (1/3 of the video's duration) recreates the brand's journey of formation and development, along with the products and achievements associated with the familiar old brand identity that has been known to customers and partners for over 20 years.
Continuing from the content (the next 1/3), the focus is on explaining the meaning of the new brand identity, from the logo structure to the color scheme. The name "Phu My" is depicted as a symbol of abundance, spreading the value of prosperity from the fields and factories to every family. The highlight of the logo is the stylized letter Y, resembling a person with outstretched arms welcoming the sun, representing the spirit of embracing new opportunities and the philosophy of putting people – namely the staff, partners, and community – at the center of development. The turquoise and orange color palette was also chosen to convey a message of luck and prosperity, while also showcasing dynamism and creativity.
The video concludes (the remaining 1/3) by emphasizing the message and development direction for the new phase, with the aspiration to build a sustainable, strong, and pioneering enterprise in the industry. The slogan "Phu My for bountiful harvests" is further affirmed as a commitment to accompanying Vietnamese agriculture in the coming journey.
Through research and discussions with the company, Right Media developed video content to visually explain NPK Phu My's new brand identity.
In post-production, Right Media skillfully integrated old and new archival images of NPK Phu My, combining them with FX, motion graphics, tracking, and compositing techniques to highlight and visually explain the meaning of the new brand identity. The visual representations and colors are also intuitive, easy to understand, and impactful.
The video, produced by Right Media, features concise, easy-to-understand content. This brand film project, introducing the new Phu My brand identity, is entirely dubbed in Vietnamese, helping to convey the message clearly, intimately, and easily to a wide range of customers, partners, and especially the down-to-earth farmers who have been associated with the Phu My brand for many years.
Achievements
The brand film project introducing Phu My's new brand identity has, on behalf of NPK Phu My, sent a message of strong commitment to customers and partners on its new development journey.
Through video, the new brand identity is not only introduced clearly and visually but also fully conveys the spirit of innovation, aspiration for growth, and sustainable development orientation of the business. This is also an important communication tool, contributing to supporting NPK Phu My in brand promotion activities, partner networking, and spreading the company's image in the next phase of development.
Right Media continues to partner with NPK Phu My in the Branded Film project.
Following this collaboration, Right Media is honored to continue partnering with NPK Phu My in various other media activities, from corporate film production, TV commercial From launching new product lines to filming events, we also provide rental services and support for live streaming.
Notably, media products produced by Right Media in collaboration with NPK Phu My were selected for screening at the "National Achievements Exhibition – 80 Years of National Reunification" held on September 2nd, 2025 in Hanoi. This is not only a source of pride for NPK Phu My but also a significant milestone affirming the prestige, expertise, and professionalism of Right Media in the field of corporate film production and brand communication products.
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