A digital rebrand positioning Viettel Post as Vietnam’s leading logistics brand, blending technology with human connection.
(CHALLENGES) The challenge extended beyond aesthetics. In a rapidly changing market, Viettel Post faced increasing competition from both local and global players employing more sophisticated digital tactics. Despite its strong credibility, the brand appeared too corporate and distant, failing to connect emotionally with younger audiences, especially online shop owners. The rebrand, therefore, had to go deeper than a visual update: it needed to modernize, unify, and humanize the brand, preparing Viettel Post to stand confidently on the global stage while preserving its Vietnamese roots and trusted reputation.
• Rebrand Strategy • Digital Identity • Social Media • Photography • App Icon/Theme
While logistics is often seen as dry and mechanical, each parcel carries a human story. This idea became the core inspiration. The new identity didn’t just refresh the visuals; it redefined Viettel Post as a connector of people, bridging distances with efficiency and care.
(BIG IDEA) The core idea, “The Digital Parcel Journey,” redefines the parcel as more than a simple box. It becomes a universal symbol of connection and movement. Rooted in a technology-driven system, Layơ Lab developed a modular, intelligent, and globally adaptable design language. Parcels serve as dynamic frames for images, messages, and hashtags, seamlessly adjusting across platforms. This system not only ensures consistency but also reflects Viettel Post’s precision, scalability, and technological strength. At its heart, it expresses the brand’s human mission: to connect people and stories across every distance.
Photography became a central expression of the new identity. Previously, Viettel Post’s images felt stiff and overly formal, professional but distant. Layơ Lab redefined this with a modern, human-focused approach: energetic poses, natural interactions, and genuine expressions that capture movement and warmth.
(IMAGERY) The new style embraces active, expressive poses to convey motion and confidence. Uniforms are mixed with casual pieces like hoodies, sneakers, and simple accessories, balancing credibility with real-life energy. Bright, natural lighting adds freshness, while diverse casting reflects Vietnam’s dynamic e-commerce spirit and global vision. Altogether, the imagery feels lively, relatable, and internationally attuned.
(Key features)
• Active poses conveying movement and efficiency • Modern wardrobe combining uniform with lifestyle fashion • Bright, fresh lighting for youthful energy • Emphasis on real interactions, not staged formality
For Viettel Post, the key battlefield is the digital space where young e-commerce sellers thrive. The rebrand focuses on a tech-savvy, instantly recognizable identity that captures attention quickly, shifting from a dated, monotone system to a vibrant, dynamic presence for digital audiences.
(IDENTITY) The system makes Viettel Post’s social media instantly recognizable, youthful, and dynamic. Parcel blocks provide consistent framing across posts, stories, and ads, while bold red paired with fresh gradients adds vibrancy. Modular layouts allow flexible campaign adaptation, creating a digital identity that feels fast, modern, reliable, and tuned to young audiences’ expectations.
(Key features)
• Vibrant color palette with fresh gradients • Grid-based layouts for consistent visual recognition • Parcel-inspired modular key visuals • Typography balancing professionalism and approachability
Showcasing technological strength across all digital touchpoints is a top priority for Viettel Post, and the mobile app is no exception. Layơ Lab refreshed the app with a new logo that conveys both reliability and the brand’s warm-hearted delivery. Eight holiday-themed variations, paired with a redesigned icon set, turn the app from a functional tool into a lively, engaging brand experience.
(ELEMENTS) Inspired by the act of cutting and folding cardboard, each theme celebrates special life moments and allows users to personalize app backgrounds. The refreshed logo conveys both speed and warmth through the heart symbol while highlighting speedy delivery with the guiding arrow. The pixel-inspired icon set enhances UX functionality and showcases Viettel Post’s technological strength across every touchpoint. Each interaction connects users with trusted logistics services, making every tap engaging and meaningful.
(Key features)
• App logo conveys technological strength, fast delivery, and warmth. • Holiday-themed, customizable backgrounds. • Pixel-inspired icons highlight Viettel Post’s innovative technology.
