Cai and Lay Sac Lay Branding
Amazink Studio brings together young people who appreciate the pristine values of Vietnamese culture. Through new perspectives, we hope to bring creative experimental products & cultural communication closer to the community, so that Vietnamese identity continues to spread and develop.
(Client)
Amazink
(Year)
2021
(Scope)
Art Direction, Brand Identity
(Artists)
Huyvo, Tùng Tỉnh
(APPROACH)
Via their Cai and Lay Sac Lay project, they want to answer why can't the cultural 'Cai' (”thing”) be considered a commercialable product? How to apply "Cai" culture to life? Where can the power of the cultural "Cai" go? They started the process of cultural experimentation to answer those questions, hoping to become a bridge to transfer the potential rich power of the Vietnamese cultural "Cai" to the right place, to the right person.
Big Idea: The “Cai” project believes that when the mobility of Vietnamese culture is strongly connected, the life of every Vietnamese person will also have positive changes.
Like any of our projects, we start with a document to clearly clarify the brief together with some of our first thoughts via our early researches so that we will know if we understand the brief and what our clients require.
(CONCLUSION)
How to use brand shapes was the question Amazink want to ask us? For this document, we presented them some of the treatment by design demos that we thought they could be cool to play together with copy from the brand.
Amazink team was not really sure about Cai brand shapes. So we explored more on applications to convince them the flexibility of those shapes.
For Lay Sac Lay, we also explored more on its visual application and brand shapes.
For last stage, we started to compose the brand book for Amazink team which includes Brand Platform, Design Guidelines, Brand Voice / Editorial Guidelines, Design Application.
