Launched to be the fashion voice speaking up for all those hearts yearning for the delicate scent of nature and freedom plants and flowers, the inspiring gradient hues of the infinite skyline, the warming hug of morning sunlight, and the gentle touch of warming tropical Vietnam breeze, where Gaieté came from.

Concept: Gaieté dedicates itself to the maximal-floral details, high-quality produced garments, and meticulous stitching work to comfort natural lovers. Focusing mainly on e-commerce experiences to provide special caring, we took the delivery packages into account and developed into a wonderful mystery box with fine material details while the market is crowded with brown carton boxes and tapes.​​​​​​​

Through this way, unboxing relationship becomes performative and memorable. Added to develop story, brand’s logotype is a typographical customised script appropriately reflecting sophisticated yet elegant products and services and inspiring by the founder’s freedom spirit.

Copywriting & Typeface: The copywriting component and Wulkan Display express a proposition and the philosophies of the brand across printed collaterals like business cards, flyers, packaging, and digital mediums such as website and social media channels. Together, it paints detailed memorial fragments of playfulness, enthusiasm, and individuality across all brand mediums.

Visualisation / Illustration: Unlocking the package, we developed a series of escutcheons opening to wonderful natural worlds continuously changing comprehending with floral illustration theme. This added another visual element towards a variety of shapes and canvas into the brand system.

Art Direction: Suited Gaieté ideally, spontaneity and feminism play central themes for its brand story. To celebrate this, we worked with Hậu Lê to create a unique aesthetic of its images, materials rather than perfectly standing still shooting. Models can freely move to show curves, details, and expressions for completing inconsistent and irregular mood board.