Union Square
Ho Chi Minh's landmark destination for luxury
Client
Essential Management Group (Together with PurpleAsia)
Client
Essential Management Group (Together with PurpleAsia)
Client
Essential Management Group (Together with PurpleAsia)
Services
Brand Strategy, Brand Identity, Wayfinding, Packaging, Print, UI Design
Services
Brand Strategy, Brand Identity, Wayfinding, Packaging, Print, UI Design
Services
Brand Strategy, Brand Identity, Wayfinding, Packaging, Print, UI Design
The context
Though the names of the building and surrounding streets have changed over time, UnionSquare has remained a landmark at the heart of Ho Chi Minh city. Now welcoming a new generation of guests, it continues to honour its history while stepping into a new era, made possible through a strong partnership with the management team of Essential Management group.
The context
Though the names of the building and surrounding streets have changed over time, UnionSquare has remained a landmark at the heart of Ho Chi Minh city. Now welcoming a new generation of guests, it continues to honour its history while stepping into a new era, made possible through a strong partnership with the management team of Essential Management group.
The context
Though the names of the building and surrounding streets have changed over time, UnionSquare has remained a landmark at the heart of Ho Chi Minh city. Now welcoming a new generation of guests, it continues to honour its history while stepping into a new era, made possible through a strong partnership with the management team of Essential Management group.
The idea
Inspired by Union Square’s legacy as a cultural and architectural landmark, we set out to reimagine the brand as a modern icon rooted in history. Looked into its future, it was essential to craft a visual identity and design ecosystem that honoured the building’s deep heritage while embracing a contemporary, fashion-forward vision of luxury. Every design decision, from the bold typographic language referencing Saigon’s visual past, to the responsive colour system that shifts with each visit. All was crafted to reflect the new spirit of Union Square.
The idea
Inspired by Union Square’s legacy as a cultural and architectural landmark, we set out to reimagine the brand as a modern icon rooted in history. Looked into its future, it was essential to craft a visual identity and design ecosystem that honoured the building’s deep heritage while embracing a contemporary, fashion-forward vision of luxury. Every design decision, from the bold typographic language referencing Saigon’s visual past, to the responsive colour system that shifts with each visit. All was crafted to reflect the new spirit of Union Square.
The idea
Inspired by Union Square’s legacy as a cultural and architectural landmark, we set out to reimagine the brand as a modern icon rooted in history. Looked into its future, it was essential to craft a visual identity and design ecosystem that honoured the building’s deep heritage while embracing a contemporary, fashion-forward vision of luxury. Every design decision, from the bold typographic language referencing Saigon’s visual past, to the responsive colour system that shifts with each visit. All was crafted to reflect the new spirit of Union Square.
The creation
The architectural form of Union Square itself became the foundation for the brand’s visual identity. We illustrated the building’s distinctive silhouette to create a signature icon, used flexibly across applications: paired with the wordmark, as a shorthand, or on its own. Details from the building, like its bow-shaped high windows, inspired a broader visual language applied across print and iconography, creating a strong link between the physical space and the brand experience.
The creation
The architectural form of Union Square itself became the foundation for the brand’s visual identity. We illustrated the building’s distinctive silhouette to create a signature icon, used flexibly across applications: paired with the wordmark, as a shorthand, or on its own. Details from the building, like its bow-shaped high windows, inspired a broader visual language applied across print and iconography, creating a strong link between the physical space and the brand experience.
The creation
The architectural form of Union Square itself became the foundation for the brand’s visual identity. We illustrated the building’s distinctive silhouette to create a signature icon, used flexibly across applications: paired with the wordmark, as a shorthand, or on its own. Details from the building, like its bow-shaped high windows, inspired a broader visual language applied across print and iconography, creating a strong link between the physical space and the brand experience.
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