Madame Mai
Client
Madame Mai
Country
Australia
scope of works
Brand Mascot
Credits
AD | Chiêu Anh Long
Illustrator | Nguyễn Nhật Vy
Illustrator | Nguyễn Ngọc Hoài Thương
Illustrator | Thái Hồng Ngọc
Illustrator | Nguyễn Thành Tín
Showcase designer | Nguyễn Lê Bảo Ngân
Showcase designer | Nguyễn Hiền
Brand Story
Madame Mai is an FMCG brand based in Australia, proudly standing among the early pioneers of handcrafted frozen meals. By leveraging advanced fast-cooling technology, the brand ensures each dish is preserved at peak freshness - ready to be enjoyed anytime with just a simple microwave.
Built on the promise of quick, easy, quality, and delicious, Madame Mai delivers convenience without compromising taste. But convenience was never the whole story.
The Gap
For many Asians living far from home, food is more than just nourishment - it’s memory, comfort, and identity. It’s the taste of a home-cooked meal, the warmth of a kitchen, the quiet care behind every dish.
Madame Mai had the product.
The quality was there.
The intention was clear. But something was missing. The brand felt functional, when it needed to feel emotional.
It spoke about convenience, but not about connection.
It delivered meals, but not yet the feeling of home.
That’s where VCD Lab stepped in - not to reinvent the product, but to redefine how the brand speaks, looks, and connects. The goal was simple: to build a brand world that doesn’t just showcase food, but evokes emotion - a brand that doesn’t just say “easy meals,” but quietly tells you: you’re taken care of. So we set out to create more than a brand image - we created a feeling, one that brings people closer to home with every interaction.
