A heartfelt Da Lat hideaway where persimmons ripen alongside memories
(CHALLENGES) While hong9 touches guests emotionally, it lacks a clear and memorable visual identity that reflects its poetic spirit. In a crowded hospitality landscape, the brand must find a way to express what makes it truly special. The challenge lies in turning these qualities into a cohesive visual system that feels honest, gentle, and rooted in place. hong9 needs to speak directly to like-minded travelers through design that feels inviting and authentic, helping them see not just a stay, but a story worth returning to.
• Brand Strategy • Core Identity • Visual Identity • Interior Moodboard
Layơ Lab developed a visual identity that captures the gentle warmth of hong9 and its poetic connection to Da Lat. The design blends natural details with subtle editorial charm to reflect the space’s calm spirit and the host’s personality.
(BIG IDEA) Rooted in the idea “See persimmons through every window” the concept draws from Da Lat’s misty hills and the quiet nostalgia of old Vietnamese homes. The logo evokes the image of persimmon branches framed by fogged glass, simple, soft, and full of memory. Typography feels handwritten and light, while imagery captures light, shadow, and stillness. Together, these elements create a world where each corner feels like a page from a diary. The identity does not shout but gently invites, allowing travelers to slow down, breathe in the quiet, and feel at home in every detail.
The brand system centers on the elliptical “window” inspired by traditional Vietnamese interiors. This shape is used as a recurring visual cue and applied as die-cut details to encourage tactile engagement.
(IDENTITY) The color palette draws from Da Lat’s early mornings, with soft, muted tones that suggest mist, dew, and quiet light. Typography uses a warm humanist serif in lowercase, creating a gentle, conversational tone that feels personal and sincere. Photography is treated with soft blurs, reflections, and layered textures to mimic the feeling of looking through foggy windows. These visual treatments create a dreamlike atmosphere, letting guests feel as though they are stepping into a place suspended between memory and presence. Every detail supports the brand’s essence, quiet, inviting, and full of emotional texture.
(Key features)
• Warm Color Palette inspired by Persimmons • Narrative Typesetting for Storytelling • Soft-blurred Effects on Photos & Graphics • Window Die-Cut Detailing in Print
hong9’s online presence needed more than functionality, it required a sense of warmth and personality that mirrors the feeling of staying in a true home, while still appealing to modern, design-conscious travelers.
(APPROACH) Layơ Lab built a digital content system that feels close and human. Short, lowercase editorial lines reflect the host’s gentle, welcoming voice and create an inviting tone throughout the site. The elliptical window mark is used as a soft visual accent, weaving through type and image to add playfulness and rhythm. Layouts are simple but thoughtful, guiding users through a visual journey filled with cozy corners, garden views, and nearby Da Lat landmarks. Every element works together to build a digital space that feels not just informative, but personal, offering a quiet glimpse into the world of hong9 before guests ever arrive.
From the first conversations, Layơ didn’t rush into designing. They listened carefully, asked the right questions, and dug deep into the emotional layers behind hong9. Working with Layơ is like sitting down with an old friend who understands both your nostalgia and your ambition. They challenge you, but only to make the result better.
Inspired by Layơ Lab’s concept “See persimmons through every window,” the space is designed to evoke the soft, nostalgic feeling of looking at persimmons through a misty window.
(INTERIOR) Large glass panels, wooden frames, morning sunlight, and shadows on the wall come together to recall the quiet charm of old Da Lat homes, where everything exists with quiet purpose. Each room at hong9 feels like a quiet frame like a diary page written in light. We embrace simplicity and softness: striped bedding, sheer curtains, and greenery that naturally weaves its way indoors. Nothing is excessive, nothing overly polished because hong9 doesn’t impress with grandeur, but invites you to slow down and feel life’s smallest moments. The interior doesn’t try to stand out. Instead, it gently steps back, letting light, time, and space take center stage—just like hong9’s brand voice: calm, subtle, and sincere.
