Hadong Silk is a family-owned silk shop with a legacy as rich and intricate as the fabrics it offers. Founded in 1998 and nestled in the heart of Hanoi’s historic Old Quarter, the shop has long been a trusted destination for locals, discerning travelers, diplomats, and visiting dignitaries. What sets Hadong Silk apart is not only its commitment to exceptional quality but also its deep reverence for the cultural and artistic traditions of Vietnamese silk-making. From soft, handwoven fabrics to refined apparel and elegant accessories, every piece in their collection speaks to generations of craftsmanship and a passion for preserving the art of silk in its many forms.

In much the same way that silk weaving evolves over time—layering old-world knowledge with new techniques—Hadong Silk’s brand identity has undergone a transformation that reflects both heritage and innovation. The new visual identity draws directly from Vietnam’s storied textile history, honoring decades of artisan knowledge while presenting a modern face to today’s market. In a space saturated with competitors, Hadong Silk needed a visual system that was not only recognizable but deeply ownable.

Humanda has created a refined and modern brand language rooted in the traditions of silk but shaped by contemporary aesthetics. The centerpiece of this identity is the Silk Moth icon—a powerful symbol of metamorphosis, rebirth, and quiet beauty. In Vietnamese culture, the moth holds deep significance, and its inclusion here is both a nod to the silkworm origins of the product and a metaphor for Hadong Silk’s own journey of renewal and growth.

Color plays an equally important role in the rebrand. Red, a color historically associated with prosperity, luck, and tradition in Vietnamese culture, was chosen as the brand’s anchor hue. However, rather than rely on a muted or predictable version, we opted for a deeper, more vibrant red to signal the brand’s bold future while still paying homage to its roots. This intentional use of color adds intensity, confidence, and modern energy to the brand’s presentation—marking the beginning of a new chapter for Hadong Silk.

The result is a brand identity that is as luxurious and considered as the silk it represents—one that honors tradition, embraces evolution, and stands apart in a crowded marketplace.