On 23/12, during its 2025 distributor conference themed "Pioneering creation with Ky Lan", Vicem Ha Tien unveiled its new look, comprising a new logo and product packaging system. This marks a significant identity adjustment for the cement brand, which has been a fixture in the southern region market for over 60 years.

Vicem Ha Tien's new logo. *Photo: Vicem*

According to the company, this brand identity refresh is part of a strategy to enhance consistency and brand recognition as the cement market enters a more competitive period. The new packaging system is scheduled for market release in early 2026, with a gradual rollout across its distribution network and construction material stores throughout the southern region.

The new design retains Vicem Ha Tien's foundational brand values while adopting a more modern and consistent approach. The Green Ky Lan symbol remains central to the identity, combined with a familiar font to emphasize the brand's history since 1964 and its established market position.

Vicem Ha Tien's new packaging. *Photo: Vicem*

On the packaging, the Ky Lan symbol is centrally placed, featuring a unified layout across the entire product portfolio. Different cement types are distinguished by the color of the mascot's base and the information system on the side of the bag. This design helps users and the distribution network easily identify product types and genuine products. Vicem Ha Tien states that this structure aims to reduce market confusion and support more efficient inventory management at sales points.

The company confirms that the packaging adjustment does not alter product quality. Instead, the focus is on standardizing information, increasing transparency, and enhancing the customer recognition experience, especially in a market with many similar-looking products.

In the cement industry, where purchasing decisions are heavily influenced by habit and trust, brand identity plays a crucial role in maintaining market share. Vicem Ha Tien anticipates that standardizing its packaging system will help consolidate its long-standing brand position, while also laying the groundwork for future distribution activities and market expansion.

The launch of this new identity signifies a strategic shift in Vicem Ha Tien's journey of over six decades. The company is simultaneously preserving the symbolic values that have shaped its brand and adapting to the current market's operational and competitive demands.

(Source: Vicem Ha Tien)