Client
Rich Products Vietnam

Sector
Retail

Discipline
Strategy
Brand identity
Packaging

Project team
Thanh Binh
Xuan Cuong
Quyen Tran
Anh Chu
Toan Pham
Linh Phan
Thanh Cong
Mash Pham
Thanh Thao
Ai Quynh
Jei Nguyen
Khoa Huynh

Jon Donaire’s is a popular line of frozen cakes from Rich’s, a New York-based multinational food company. As a prestigious market leader with over 20 years in Vietnam and more than 70 worldwide, Rich’s delights customers with high-quality products, innovative recipes, and a forward-thinking approach to sharing international-standard ideas and know-how. For Jon Donaire’s, Rich’s is looking to reach everyday consumers and has partnered with xolve for a fresh new look.

xolve focused on creating a design that resonates with Jon Donaire’s target audiences and enhances the brand’s appeal. The packaging was redesigned with a clean, minimalistic style that highlights the cake’s quality and aligns with modern tastes, making the product more inviting and accessible. Overall, the updated look and message aim to position Jon Donaire’s as more than just a dessert—it’s a way to bring families together and create memorable moments.