[Vietcetera.com] Bottega Zelachi Unveils a New Brand Identity: When Ingredients Become Part of Vietnam’s Culinary Story

As Vietnamese tastes continue to diversify, cuisine is no longer defined solely by flavor. It has evolved into a holistic experience—one where ingredients inspire creativity and open up new storytelling possibilities for long-established F&B brands.

Vietnamese cuisine is quietly yet distinctly entering a new phase of transformation. Vietnamese consumers are becoming increasingly open to flavors once considered “foreign”: the melting cheese atop a Margherita pizza, buttered toast for breakfast, or a ham-filled croissant enjoyed during a weekend brunch. These dishes are no longer novelties—they have become familiar elements of urban life.

For those who have long followed the F&B industry, this shift goes beyond changing tastes. It signals the emergence of a new generation of diners—more open-minded, more curious, and more willing to step beyond traditional culinary boundaries. Within this movement, there are brands that may not stand in the spotlight, yet play a vital role in connecting Vietnamese kitchens with the world. Bottega Zelachi is one of them.

Recently, Bottega Zelachi, a food brand under New Viet Dairy, officially introduced its refreshed brand identity. This transformation is not only about a more modern visual appearance, but also about telling a story of borderless cuisine—where each product becomes an invitation to explore, create, and enjoy everyday flavors.

*After more than 20 years of supplying food ingredients to the F&B industry and retail channels, Bottega Zelachi has embarked on a new chapter with a renewed brand identity.*

From Global Ingredients to Inspiration in Vietnamese Kitchens

A new generation of dynamic, open-minded diners is gradually taking shape, driven by a growing interest in international cuisine. Younger consumers and food enthusiasts are no longer seeking great taste alone—they value visual appeal, brand storytelling, and alignment with their lifestyles.

As experiences take center stage, ingredients are stepping beyond their purely functional role to become sources of culinary inspiration. A spirit of experimentation and creativity is reshaping the contemporary Vietnamese kitchen, where traditional cuisine coexists with global flavors.

A New Look for a New Journey

Market shifts have also placed new demands on long-established food brands. With over 20 years of experience alongside Vietnam’s F&B industry, Bottega Zelachi has entered a repositioning phase to better align with how modern consumers perceive and choose ingredients today. Moving beyond its traditional “behind-the-scenes” role, Bottega Zelachi’s products are now being repositioned to appear more prominently in consumers’ culinary narratives.

The new identity is not merely a visual update—it marks a milestone that reinforces the brand’s spirit of innovation, commitment to quality, and aspiration to accompany borderless culinary experiences.

*For the first time, Bottega Zelachi has introduced a fully integrated brand identity system, reflecting the modern vision and global mindset the brand is pursuing.*

The refined logo features softer, freer typography set against a green background—symbolizing freshness and a commitment to quality. A renewed visual language, combining modern typography with flowing curves on packaging, evokes a journey of connecting global flavors.

This cohesive, contemporary, and approachable identity positions Bottega Zelachi with renewed confidence, ready to accompany the ongoing transformation of Vietnamese cuisine.

Behind the decision to refresh its identity lies a broader ambition: Bottega Zelachi aims to go beyond being a supplier for professional kitchens and become a source of culinary inspiration—present in the cooking stories of households, small eateries, and food lovers alike. Alongside its core offerings such as cheese, butter, imported meats, and frozen bakery products, the brand continues to expand its portfolio to meet increasingly diverse consumer needs.

*Bottega Zelachi inspires creativity and partners with customers across every culinary space—from artisanal bakeries and fine-dining restaurants to modern retail chains.*

With its fresh new look and unified brand identity, Bottega Zelachi reaffirms its commitment to supporting the evolution of Vietnamese cuisine in an era of global integration. The message “Great Taste, Great Choice” not only guarantees product quality but also serves as a declaration of the brand’s role in bridging tradition with innovation, professional kitchens with home cooking. Through this strategic repositioning, Bottega Zelachi opens a new chapter—continuing to spread the spirit of borderless cuisine to Vietnamese consumers.

Discover more about Bottega Zelachi here.