SoYumm Ngon Sausage Snacks

Launching a new brand for kids and moms

Food And Beverages

What we did

Brand Identity, Packaging

The Brief

Jupiter Foods approached the Aleph team to successfully design and launch a new ready-to-eat sausage brand into the Vietnam market place. Our key challenge was to create a RTE-sausage snack brand that appealed first to kids and then reassured the product purchaser, the kid's moms, of their selection.


Together, we conceptualised and brought to life a distinctive and appealing Planet Ngon story that allowed kids to enter and experience the magical planet and join a Hero Team of characters with special powers. Their mission is to protect Planet Ngon's special secret recipe from sleepy, grumpy, lazy baddies.

We created the brand experience for a range of product variants which also communicated a variety of  nutritional benefits along with SoYumm's ‘farm-to-fork’ product promise to build brand trust, nutrition and quality cues amongst mom’s.

The launch was supported by a range of integrated marketing communications touch-points — including a digital game and TVC.


The success of the brand and launch has resulted in a shortage of the product in the market.

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