(system)
The identity system was developed with a focus on clarity and tactile storytelling. Layouts emphasize spaciousness, while materials like kraft paper and foil layering add texture and visual interest. This approach bridges traditional craft with modern editorial standards, enhancing the tactile feel of every touchpoint.
(VISUAL) The color palette of Phùng Ân draws from natural and cultural materials such as ochre soil, bamboo, ebony wood, and gilded paper, bringing warmth, earthiness, and a deep sense of Vietnamese heritage. These tones are paired with the subtle texture of eco kraft paper to reflect both sustainability and modern values. The typography system uses a combination of elegant serif and clean sans serif typefaces. The serif evokes tradition and craftsmanship, while the sans serif brings clarity and a contemporary feel. Together, they create a balanced and expressive visual language that connects the past with the present.
