Project Showcase Detail

VIETNAM UNSCRIPTED

(LOCAL TOURISM)

Vietnam is globally renowned for its marvellous landscapes, yet its most vibrant asset remains hidden: the local vibes nestled deeply within its bustling alleys. Vietnam Unscripted (VNUS) bridges this gap, connecting travellers with a community of "local friends" who host immersive journeys through their own neighbourhoods. "Unscripted" is a commitment to authenticity. Local life is not a rehearsed performance; it is found in the spontaneous street cries, echoing horns, and whispers around corners that traditional agencies often overlook. VNUS believes that to truly experience Vietnam, one must live with its "un-scripted" vibes.

After years of grassroots success, VNUS required a professional brand identity to scale its "local tourism" mission. Positioned as "A Friend in Town", this branding distils the raw ingredients of daily life into a cohesive neo-classic identity. It transforms the logistical burden of solo travel into a cosy, memorable connection.

CONCEPT

The Local Remembrance

The concept translates the raw textures of Vietnamese daily life (alleys, street signs, and vibrant city fragments) into a cohesive brand identity. Developed to evoke a lasting connection, each touchpoint serves as a visceral reminder of the country’s daily pulse, ensuring the local vibe lives on in every memory and piece of the visual identity system, editorial design, merchandise, and digital experience.

TYPOGRAPHY

Drawing on the soul of the streetscapes, VNUS logotype and layout design honour the character of old-school Vietnamese typography (hand-painted signs, print ads, and newspapers). This heritage is supplemented with a modern, elegant touch, ensuring a seamless aesthetic across both tactile prints and digital experiences.

COLOUR PALETTE

The palette captures the lively and vibrant pulse, yet the sacred heritage of Vietnam. It balances vibrant energy with nostalgic tones to evoke an immersive, un-scripted local atmosphere.

DIGITAL EXPERIENCE

The digital applications carry the same street-inspired textures and local fragments as the print work for a consistent brand experience across all platforms.