3.

BRAND KEY VISION

3.1. Benefit
Nuts House offer delicious nut milk: Nuts House's nut milk is not only delicious but
also offers a diverse and interesting experience. With a delicate combination of
almonds, walnuts and many other nuts, the product offers a world of unique flavors,
satisfying consumers.

Full and natural nutrients: The nutritional richness of Nuts House's nut milk comes
from the use of natural ingredients. It not only supplements essential vitamins and
minerals for the body but also provides a milk-drinking experience without added
preservatives, preserving the delicate flavors straight from nature. This makes the
product an ideal choice for those who care about the quality and health of the food
they consume every day.

3.2. Reason to believe

Customer Testimonials

Real Experiences: Hear directly from our customers about their positive experiences
with Nuts House nut milk. Their testimonials highlight the delicious taste, nutritional
benefits, and overall satisfaction they've gained from choosing our products.

Environmentally Friendly Branding

Eco-Friendly Packaging: Nuts House is committed to minimizing its environmental

footprint. Our use of eco-friendly packaging materials reflects our dedication to
sustainability, ensuring that our products contribute positively to the planet.

3.3. Essence
The emphasis on health holds significant importance in the ongoing discussion about
nut milk. On one side, individuals perceive dairy milk as a healthy option due to its
calcium and vitamin content. However, research indicates that excessive consumption
of dairy may lead to heart disease and obesity. According to Beverland (2014),
adopting a plant-based diet is shown to provide ample vitamins and minerals essential
for a healthy life. Furthermore, a well-structured plant-based diet can even serve as a
preventive measure against specific chronic diseases. As a result, the recent influx of
new beverage products in the market prominently features health claims, underlining a
growing trend towards products promoting health benefits. The appeal of health can be
strategically employed to endorse particular food categories or enhance the health
profile of a product, such as eliminating sugar, aiming to enlighten consumers about
healthier choices.

3.4. Discriminator
The unique selection of flavors offered by Nuts House, including cashew, almond, and
macadamia, etc serves as a powerful discriminator. This distinctive variety sets Nuts
House apart from competitors, providing consumers with a diverse and sophisticated
range of nut milk options. The ability to offer unconventional and exotic flavors
distinguishes Nuts House in the market, catering to those seeking not only nutritional
value but also a delightful and unique taste experience. This discriminator positions
Nuts House as an innovative and creative brand, meeting the evolving preferences of
consumers who appreciate diverse and flavorful alternatives in the nut milk category.

3.5. Insight
Cow milk, also known as dairy milk, has experienced a decline in consumption since
2012. In contrast, non-dairy milk has seen a substantial 61% growth during the same
period. Consumers are increasingly turning to these plant-based alternatives with the
belief that they contribute to improved well-being and appearance, aligning with their
health and wellness goals. The perceived health benefits of these products are gaining
traction as consumers look for solutions to address intolerance, digestive issues, and
the desire to avoid added sugars. This shift in consumer preferences is evident in the
market, with non-dairy milk experiencing a consistent annual growth rate of 10% since
2012. This trend is anticipated to persist until 2022, transforming the market into a
$3.3 billion-dollar industry.

Almond milk consistently dominates the non-dairy milk market, holding an impressive
63.9% market share. This versatile option presents abundant opportunities to explore
diverse flavors that appeal to a wide range of consumers.
Soy milk, which once held a significant market share, has experienced a decline of
24% since 2015. Health-conscious consumers, wary of issues associated with soy, are
turning to more flavorful alternatives. While soy maintains its position as the second-
largest player with a 13% market share, it only narrowly surpasses coconut and other
non-dairy options.

Coconut milk, ranking as the third-largest market leader, boasts annual sales of $244
million. Its success in ready-to-drink (RTD) and refrigerated formats, coupled with its
versatility as an ingredient in various recipes like smoothies and sauces, has
contributed to its popularity.(Pienwisetkaew et al., 2022)

3.6. Competitive Environment

-Other Nut Milk Brands

Nuts House faces competition from various nut milk brands in the market. These
competitors may also emphasize natural and plant-based ingredients, making product
differentiation and marketing strategies crucial for standing out.

-Traditional Dairy Products

Traditional dairy products pose another segment of competition for Nuts House. While
some consumers are transitioning to plant-based alternatives, others still adhere to
dairy milk. Nuts House needs to position itself effectively to attract those seeking
alternatives to traditional dairy.

3.7. Target
Nuts House's audience is men and women of all ages, they love to exercise and take
care of themselves, learn about products that are good for health and beauty such as:
cereal, brown rice, nut milk... They want to hear verified scientific information, not
"scientific" information.

3.8. Root Strength

Nuts House's nut milk is the core strength of the product, creating a unique and vibrant
brand. This strength demonstrates a connection to natural origins and the special
nutritional value of the product. Below are the core strengths of "Root Strength" from
Nuts House:
Natural Ingredients: Nuts House is committed to using natural ingredients and plant-
based foods to create nut milk, preserving natural flavors and high nutritional value.

Nutritional benefits and flavor variety: It is a commitment to delivering health and

nutritional value. This is not only a symbol of quality but also signifies diversity in
flavors from almonds to macadamia seeds, etc each choice provides a unique
experience.

4. BRAND VISION PLAN

4.1. Brand planning strategy
4.1.1. Target Audience
Our target audience is men and women of all ages, they love to exercise and take
care of themselves, learn about products that are good for health and beauty such as:
cereal, brown rice, nut milk... They want to hear verified scientific information, not
"scientific" information.

4.1.2. Points of Parity (POP)

-Nut Milk Category : Like other nut milk brands, Nuts House is positioned within
the broader category of plant-based milk alternatives, competing with almond
milk, soy milk, coconut milk, etc.

-Nutritional Benefits: Nuts House, similar to other nut milk brands, emphasizes the
nutritional benefits of its products. This includes being a source of vitamins,
minerals, and potentially being lactose-free, catering to individuals with dietary
restrictions or preferences.

-Diverse Flavor Options: While the specific flavors may differ, offering a variety
of nut milk flavors is a point of parity with other brands in the market. Providing
choices like almond, cashew, pistachio, and macadamia aligns with the trend of
diverse flavor offerings.

4.1.3. Points of Differences (POD)

-Diverse Nut Milk Flavors: Nuts House offers a broader and more unique selection
of nut milk flavors compared to competitors. The inclusion of flavors like almond,
 cashew, pistachio, and macadamia distinguishes the brand and provides consumers
with a diverse taste experience.

-Authentic and Natural Ingredients: Emphasizing the use of authentic and natural
ingredients can be a unique selling point for Nuts House. If the brand ensures
high-quality, minimally processed, and organic ingredients, it sets itself apart from
competitors that may not place as strong an emphasis on ingredient quality.

-Sustainability Commitment: If Nuts House has a strong commitment to

sustainability in its sourcing practices, packaging, or production processes, this can
be a notable point of difference. Consumers increasingly value brands that
prioritize environmental responsibility.

4.1.4. Reason to believe

Increasing awareness of health concerns and a growing demand for healthy diets
have led to a multitude of choices targeting specific consumer groups. Among
these, 66% of Vietnamese consumers express a preference for products crafted
entirely from natural ingredients, and 79% actively modify their diets to
proactively address health-related issues (Tuyên et al., 2023). In additional, Nuts
House aims to introduce a nut milk product composed entirely of imported natural
nuts, catering specifically to vegetarians. The raw materials for this product adhere
to a "3-no" principle: no genetically modified seeds, no preservatives, and no
synthetic colors. This ensures that the product is safe and benign for consumers.

4.2. Key success factors

Key success factors for Nuts House encompass the critical elements that contribute to
the brand's competitiveness, sustainability, and growth within the market for nut milk
products. Some key success factors for Nuts House may include:

Unique and Diverse Flavor Offerings

High-Quality Natural Ingredients

Sustainability Practices

Health and Wellness Innovation

4.3. Brand identity system

Logo Colour Font Slogan Symbol

Calibri “ Improve
( body ) your health
#FAFC8C
and live
better
#8F5003 everyday”

#FFFFFF
Nuts House is the name of our brand. Nuts House is recognized for selling nut milk
from high nutrition ingredients.

Nuts House identity system

-Icon: The icon features an image of a golden acorn surrounded by the depiction of
leaves, each color representing a specific type of nut. This icon creates a familiar and
easily recognizable image.

-Color Palette:

Yellow: Represents yellow-colored nuts such as pumpkin seeds, corn kernels, etc.

Green: Represents green-colored nuts.

Brown: Symbolizes almond nuts and other brown-colored nuts.

White: Represents purity and freshness.

-Font: Utilize the Calibri (body) font to evoke a sense of closeness and friendliness.
Choose a simple and modern font style to ensure the brand message remains easy to
read and memorable.

-Slogan: "Improve Your Health and Live Better Every Day" is placed beneath the
brand name, using the Calibri font to establish coherence with the written elements of
the logo.

-Application: This logo and slogan combination can be applied across advertising
materials, product labels, websites, and various platforms to maintain consistency
within the brand.