Type: Brand Identity Redesign
Time: April, 2022
Design: Tien Le
Redesign: Minh Thu
Established in 2019, Ru9 is a company specializing in providing high-quality sleep products with the mission of improving better sleep and healthier life for customers. They aim to build and develop a mattress brand that is different from the long-standing mattress brands in Vietnam from brand image to product quality and design.
Since its inception, Ru9 had not had a complete brand style guide. At the same time, they wanted to reposition their brand from offering an augmented product to a potential product, solving sleep problems and enhancing the customer experience. Since then, my task was to revamp the brand identity for Ru9 with 4 main keywords: modern, caring, innovative and honest.
After researching and brainstorming, we decided to change a little bit from the old identity.
The logo has not been changed because it is doing well by itself, helping to set Ru9 apart from other brands in the market. Besides, the brand was only established 4 years ago, it needs more time to identify well in the market.
Lexend is primary typeface with a rounded, sans-serif structure that gives it a modern, friendly, and intimate feel.
Secondary typefaces include both serif and sans serif fonts for a variety of print and digital uses. Depending on the content, which typeface is appropriate.
The color system also had only a slight change. The signature blue colors remained, but were raised to a brighter and more modern tone.
The color system was inspired by the colors of nature, connecting day and night, showing both the correlation to sleep and the sustainability of the brand.
use on social media
Applications
New identity was applied on print materials: envelop, bussiness card, etc
Applications
New identity was applied on digital materials: social posts, photos, etc.
Using rounded, organic shape and graphic elements related to sleep and sky on social media posts.
Using rounded, organic shape and graphic elements related to sleep and sky on social media posts.
Credit images: Ru9 - The Sleep Company
Type: Brand Materials Design
Time: 2022 - present
Design: Minh Thu
Mangata Bedding is a local brand located in District 1, HCM City providing high-quality home goods with functional, stylish, and comfortable benefits to enhance people’s well-being. Their core brand keywords are minimal, eco-friendly, comfortable, well-being and sustainable.
My role is to design brand materials based on previously created brand identity and ensure that all designs must follow up the brand guideline.
Type: Social Media Design
KV & Design: Minh Thu
Think Digital
2022
Type: Banner Design
Time: 2022 - present
Content: Hong Thu
Design: Minh Thu
All designs on social media must be within brand character and image. In some cases, they need to be more dynamic to push sales, depending on the content of each post but still on-brand.
Type: E-commerce Design
Time: Mar, 2022
Design: Minh Thu
Content: Hong Thu
Revising all images on the Mangata shopee store with cover products, banners for sale campaigns and brand video introduction.
Type: Banner Design Time: 2021 - 2022
The visual on digital platforms must be designed in a modern and friendly way. Depending on the products being released, the image developed for that product must be in accordance with its identity.
Time: April, 2022
Type: Social Media Design Design: Minh Thu
The design was created with a clear and dynamic visual using intense gradient color, confetti and light elements. Mainly typography-focused. Key visual has been adapted to different sized posts on social media
Type: Social Media Design
Time: April, 2022
Design: Minh Thu
Content & concept: Phat Nguyen
Inspired by the music melody for the main idea of the women’s day sale campaign on social platforms, I used the elements such as musical notes, winding text following the stave and organic shapes.
Banner resize for Topper mattress.
Type: Editorial Design
Time: 2022 - present
Content & Design: Minh Thu Team leader: Nhat Anh Outcome censorship: Nhat Anh, Mai Tran, Xuan Anh
The articles I do often refer to sharing information and inspiration around the field of design and creativity. Depending on the topics, the visuals will have different art directions; however, they must be consistent with the guidelines of DAS Learning.
Type: Editorial Design
Time: 2020
Content & Book design: Minh Thu Packaging Design: Thanh Quyen
The project idea came when we suddenly realized that for a while, Pocky no longer appeared in supermarkets and convenience stores in Vietnam. So we tried to figure out the cause of this and decided to assume a project to bring Pocky back to Vietnam with a new packaging for Valentine’s Day.
From the research to the completion, everything was documented and this book was created. The book was designed in the signature font and color of Pocky. Although it was a report book, we tried to design it not to bore the reader such as filling every page with text. We wanted this book to be comfortable for the reader to read, which is both informative and filled with gaps between interesting images and our design process.
Type: Motion Graphics
Time: July, 2020
Visualize: Minh Thu, Thanh Quyen
Motion: Minh Thu, Thanh Quyen
Most people believe that nerds always stick with certain appearances: thick glasses, t-shirt and high-waisted, and they are particularly interested in one subject. Nevertheless, our client desired to convey their impactful message about a different perspective of nerd through a 2-minute video: “Nerd makes us sexier.”
Their idea was made to encourage people, especially GenZ, who takes the lead in being hyper-conscious of the way they present themselves, to learn a new language by using the multilingual learning app - Duolingo. To catch their attention, the team came up with the “Perfect Duo” campaign to collaborate with Coca-Cola - one of the most talked-about brands by Gen Z.
We took requests and put client’s ideas into visuals. Since the target audience was Gen Z, the storytelling circuit of this video was aimed to be humorous, modern, and condensed. Since then, these factors had impacted the art direction of this video.
The video style was oriented according
also used
style
media
the video
images,
increase brand
video
Type: Web Design, Responsive Design
Time: July, 2021
Art direction: Minh Thu
Layout & illustration: Minh Thu
There are six standard sizes of Ru9 mattress products, from single to super king. The sizes are on every page of each product, so buyers can consider which one they should buy. However, how can customers choose the right mattress size for their living space?
As a result, to provide information and knowledge about mattress sizes for customers, Ru9 decided to launch this landing page. On this page, customers take a quiz to choose the space and number of people who will sleep in the bed, which leads to the results recommending the most suitable size for the buyer. At the same time, they can still see the information on other mattress sizes for further consideration.
Single size
Queen size
Full size King size
Square King size
Super King size
