A renewed culture story, honoring Vietnamese crafts with a modern, poetic, globally resonant identity
(CHALLENGES) From the outset, Phùng Ân set its sights on a new generation, those who value beauty and cultural authenticity. The challenge lies in crafting a brand identity that honors the richness of traditional Vietnamese craftsmanship while feeling fresh and relevant to modern audiences. With handmade goods often perceived as outdated, the goal was to create an identity that sparks curiosity and pride, allowing consumers to reconnect with cultural heritage in a meaningful, stylish way.
• Brand Strategy • Visual Identity • Social Media • Web Design
Layơ Lab built the concept “Gold Dust Echoing Past” to express beauty through what is often overlooked, those delicate, unintended remnants of time left by artisans during traditional Vietnamese craft processes.
(BIG IDEA) The concept draws from the fine gold dust left behind during the traditional lacquer art of "sơn son thếp vàng". Once brushed aside on workshop floors, these golden specks now represent the quiet labor and artistry of generations. Each fragment holds time memory and care. Phùng Ân transforms them into delicate foil layers and textured visuals that echo cultural depth. Rather than preserving tradition in silence, the brand gives it a new voice one that gently invites the next generation to rediscover and cherish forgotten beauty.
The identity system was developed with a focus on clarity and tactile storytelling. Layouts emphasize spaciousness, while materials like kraft paper and gold foil layering add texture and visual interest.
(IDENTITY) 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.
(Key features)
• Earthy, On-Trend Color Palette • Sophisticated Typography & Feature Photos • Airy, Modern Layout Design • Sustainable Materials with Gold Foil Accents
From the start, through ideation, to production, Layơ Lab has taken us on a journey full of surprises, showcasing deep product understanding and solid expertise. Additionally, Layơ Lab serves as a brand therapy expert and a beloved friend to us.
Phùng Ân’s online presence needed greater unity and emotional resonance to reflect its evolving brand image.
(APPROACH) Layơ Lab introduced a visually consistent framework for content rooted in editorial simplicity and tactile warmth. Minimal backgrounds, foil textures, and thoughtful typesetting reinforce brand personality across formats. Emotional storytelling and audience interactions are prioritized to enhance digital engagement. Each post acts like a window into the brand’s philosophy, elevating the value of gifting through handmade narratives and highlighting the tactile beauty of the products in everyday life.
To reflect Phùng Ân’s commitment to craftsmanship, we emphasized print effects using kraft paper and gold foil. This tactile pairing bridges rustic charm and premium design.
(PRINTING) Gold foil is applied in irregular patches resembling scattered dust, each one uniquely shaped, mirroring handcrafted imperfection. When printed on kraft paper, this technique exudes warmth and sophistication. The finish lends a timeless aura while reinforcing the brand’s sustainability ethos. Foil layering across surfaces introduces dimension and beauty to both packaging and print. This subtle shimmer references cultural rituals and preserves the poetry of heritage in modern form, reminding viewers that every detail tells a story worth treasuring.
The neatness and cleanliness of the layouts maintain a warm sense of calm. I love how the eco materials add an organic vibe while remaining modern with the silhouettes of the products. So authentic!
