“The wood scent weaves into the space, lingering on the detailed carved patterns on the wooden door. Deeply inside, it carries many ups and downs of the Vietnam Royal Family.”
Hoa Yen is nestled through the ups and downs of history, in the old Gia Dinh, now Ho Chi Minh City. Hoa Yen Yen is the hidden carved painting, created by the scratches of time, preserving inspiration, culture, ancient and full of stories.
Today, Hoa Yen welcomes all guests to discover the Orient with a space and experiences that reflect its elegance and courtesy.
Stepping through the gate of “A Royal Welcome”, Hoa Yen formally welcomes its visitors, which make them feel like they are a truly noble and begin to live in a space with full of precious nostalgia experiences.
Hoa Yen visual identity system is originated from the ancient materials and graphic style. Inspired by the way of arranging text on ancient Vietnamese manuscripts “châu bản” (information “written” in red ink on poonah paper “giấy dó”), Hoa Yen’s typography system includes main typography (the last stroke of each letter is like a stroke of calligraphy text) and sub-typography. This arrangement is applied harmoniously throughout the brand identity system, highlighting the deliberate and decisive nature of the information to be conveyed.
The logo mark is a combination of the letters H and Y. The highlight is the last stroke of the letter Y, stylized from the image of a peacock’s tail – the symbol of the nobility and wealth of the ancient royal family.
At each touch point, materials commonly found in ancient items such as fine art wood and stone create emotions for the experiencer through carved details, or gold scratches on the surface of outdoor advertising frames, which makes the visitor feel the beauty of the golden age of the ancient Royal Family.
- Agency/Creative: Thanh Nguyen
- Article Title: Thanh Nguyen Create Hoa Yen, a Royal Journey in Elegance and Nostalgia
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Thanh Nguyen
- Market Region: Asia
- Project Deliverables: Art Direction, Brand Design
- Industry: Hospitality
- Keywords: asia, hospitality, branding, hotel
Art Director: Thanh Nguyen