Amazink Branding
Client: Amazink
Project: Cai and Lay Sac Lay Branding
Scope of Work: Branding
Designer: @Huyvo
Creative Director: @Tungdinh
Amazink Studio came to me in a day of Covid back in 2021 with a brief about one of their most important project called Cai and Lay Sac Lay. This was the most memorable project in my career life because of Covid in Vietnam.
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.
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.
First document delivered to Amazink on 23 July, 2021
After the first check-in meeting with Amazink team which we presented our thoughts on the project, some of our early researches and clarify some of the points, we started to imagine this project more clear on their vision, their purpose and how the team Amazink define some of the terms from their brief. This stage is super important in a branding process because both sides need to clearly understand each other. We need to be on the same page for every information in the brief.
Second document delivered to Amazink on 30 July, 2021
In the second document sent to Amazink that we presented at the next check-in meeting, Amazink team and us started to talk more about some words that we think they may support to define Cai and Lay Sac Lay. We call them values and traits characteristic, defined by keywords.
Third document delivered to Amazink on 05 August, 2021
We digged deeper in the third document by playing combination game with keywords that were defined by last meeting. From different combinations of keywords as so-call directions, we started to explore some of the graphic that we thought they could represent our ideas.
Fourth document delivered to Amazink on the same 05 August, 2021
Together with Cai, we also worked on Lay Sac Lay branding which is a smaller campaign under Cai project. This was the first time we delivered a document for Lay Sac Lay project to share some of our early explorations.
Fifth document delivered to Amazink on 10 August, 2021
Based on Amazink team’s feedback from last meeting, we revised the work to make it more simple, abstract and familiar by discrupting the original graphic with un-balance characteristic.
Sixth document delivered to Amazink on the same 10 August, 2021
Some explorations of Lay Sac Lay by designing a website homepage
On seventh document for check-in meeting, we presented some of our directions for color pallete and a visual system for Lay Sac Lay. In this document, we also showed some of the demos of how to apply our proposed visual system to design.
Seventh document delivered to Amazink on 18 August, 2021
Some of explorations from our proposed visual system
Some of explorations from our proposed visual system
Some of explorations from our proposed visual system
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Some of explorations from our proposed visual system
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Some of explorations from our proposed visual system
For next document, based on the confirmed logo for Cai and Lay Sac Lay, we started to build the structure for the two logos by grid and developed some of variation shapes.
Eighth document delivered to Amazink on 20 August, 2021
After sending logo structure document, we revised feedback received from Amazink team.
nineth document delivered to Amazink on 26 August, 2021
In our tenth document delivered to Amazink, we explored the color palette for Lay Sac Lay which had to be somewhere in between similar and different from Cai. A color palette that need to be modern and vibrant.
tenth document delivered to Amazink on 27 August, 2021
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Some of explorations on Lay Sac Lay color palette
Some of explorations of texture applied on brand’s photos
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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.
Some of explorations of texture applied on brand’s photos
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.
eleventh document delivered to Amazink on 01 September, 2021
Amazink team was not really sure about Cai brand shapes. So we explored more on applications to convince them the flexibility of those shapes.
twelveth document delivered to Amazink on 08 September, 2021
For Lay Sac Lay, we also explored more on its visual application and brand shapes.
thirdteenth document delivered to Amazink on 16 September, 2021
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.
last document delivered to Amazink on 15 October, 2021
Thanks.
Tùng Đinh
Tùng Đinh