The North of Saigon Passion Project

The North of Saigon project was to practice building a clear brand identity, ​brand value, and goal. This Southeast Asian perfume company focused on ​the concept of selling a lifestyle, feeling, and energy. The marketing and brand ​identity would be curated to their ICP of the young working woman, normally ​located in the West. The company’s main attraction points would be its exotic ​and somewhat oriental features, combining the sustainable and minimalist ​nature of today’s trends.

Below features different designed media for the brand, following their ​identifiable brand aesthetic, colors, and typography. This includes product ​promotional designs, magazine or article clippings about them, and their ​website homepage design. Each piece shares the goal of coinciding with the ​other to produce a clear message.

Social media content about the product. The goal is ​not to just showcase the product but to instead allude ​to a bigger picture. What the product represents, how ​it ties into the life or picture we are selling, and how a ​tangible product such as a fragrance ties into that.

The far left content is an Instagram post while the one ​to the right is a launch tease poster that can be posted ​anywhere whether it be Instagram posts, stories, Twitter, etc.

A home page that matches perfectly to the overall brand identity and especially with the socials is ​very important to create cohesion. Most of the ICP for this brand will be finding the company via ​socials and will then access the website from there. To create a satisfying and enjoyable ​interaction with the brand from discovery to purchase is important.

As many brands do, they must add some level of validity to their site such as this quote from ​Vogue. This creates some recognition and adds to brand trust. It also makes their products that ​much more attractive as Vogue carries a weight and unattainable nature to their name. Products ​that can be associated with them increase their desirability.

A clear self-description of the brand is also crucial for ​brand trust and customer retention. It also adds to the ​possibility of your brand being shared and talked ​about. To have a clear story of your brand and your ​goals that go beyond just your product adds to the ​familiarity and humanness of your company. It also ties ​into the new desire to buy local or small as the younger ​generation’s distrust of corporations grows.

This is here was step one of development of the brand. Typography, vibe, color scheme, ​and design inspiration are all included. This mood board was a combination of the work that ​goes into planning brand colors and fonts. What type of photography and art themes will ​be utilized? And an artful depiction of brand words that are also relevant to the brand’s ​image.

This was the first real piece I put together for this project to then generate the rest of the ​content and can be done for anyone with the desire to grow their brand. Identifying such ​things helps clear up the rest of the path towards social media growth.