Turning VPERIA's human-focused mission into lasting brand impact.
(CHALLENGES) Although many companies speak about customer experience, few apply it in practice. VPERIA needed a clear and distinctive brand identity that reflects both its expertise and humanity. Formerly known as CEMPartner, the brand sought a transformation, from a tech-heavy, impersonal image to one of a dedicated, authoritative specialist. Yet, the team feared the rebrand might dilute their credibility, being either too bland or too trendy. Their content was complex and academic, making it especially difficult to translate into visuals that feel both grounded and accessible.
• Rebrand Strategy • Core Identity • Visual Identity • Social Media
Layơ Lab shaped a new identity that balances precision with empathy, presenting VPERIA as a trusted companion who offers clarity and structure without losing warmth.
(BIG IDEA) At the heart of this concept is the image of VPERIA as an excellent companion. The brand is not a distant advisor but a grounded expert who understands internal challenges and delivers practical change. By emphasizing customer-centric culture as both value and method, the concept expresses one clear promise: long-term growth begins by putting customers at the center, and experts beside. This vision is anchored by VPERIA’s belief in winning through first-class experience by offering top-tier service and helping clients craft exceptional journeys for their own users.
The project aimed to shift VPERIA’s image from a cold, distant block to a trusted expert, respected for its credibility, yet warm and approachable in every interaction.
(IDENTITY) VPERIA’s new identity shifts from cold, tech-heavy visuals to a more human-centered, expert-led presence. The old look appealed to young entrepreneurs but lacked the trust and authority needed for leading corporations in Vietnam. Bold, sharp-edged logotype conveys VPERIA’s pioneering spirit, while still reflecting the innovation of CXM experts. The palette moves from muted tech tones to vibrant V-Blue and fresh V-Green, symbolizing the tactical expertise VPERIA delivers. Typography evolves from generic sans serif to a confident condensed Formula Condensed and minimal Inter Sans.
(Key features)
• Human-centered, expert-led brand positioning • Bold Sharp Logotype reflects pioneering spirit • Trust-worthy palette shows tactical expertise • Approachable yet Powerful font system
VPERIA required a visual system that blends bold clarity with human warmth, reflecting the brand expert voice and customer-centric spirit in every detail.
(SOLUTION) Vperia’s visual system is built on high contrast and clarity, especially in typography. The contrast between image and text scale, paired with generous whitespace, highlights the brand’s direct, structured approach. To embody the idea of people-centered, key elements are purposefully center-aligned, creating visual balance and focus. Human-centricity is reinforced through personal touches like signatures, handwriting, and portraits. Clients are invited to interact by adding their name, photo, or signature, turning each piece into a co-created brand moment that feels personal and approachable.
(Key features)
• Bold typography delivers clear messages • Grid system emphasizes visual hierarchy • Centered layout highlights human focus • Custom elements encourage user interaction • UV finish adds a premium touch
To create tactile and emotional depth, Layơ Lab applied subtle visual techniques that feel personal and invite closer attention across both print and screen.
(PRODUCTION) We used spot UV on big headlines and messages to highlight personal touchpoints, allowing subtle lightplay to reveal deeper moments of care. A translucent foil stamp was applied to key messages, suggesting value in a way that feels quiet and earned, not flashy. These enhancements are not for decoration, but to reinforce how VPERIA operates: thoughtful, precise, and always human first. They also invite interaction and encourage people to keep, touch, and revisit, something a truly customer-centric brand always considers, even in design.
Layơ Lab pushed VPERIA beyond the conventional mold of Vietnamese consulting branding by transforming keepsakes into creative, interactive statements.
(TROPHY) Using glass certificates and brass-gold crystal trophies, we reimagined achievement symbols to feel premium, distinctive, and instantly memorable. For certificates, we used rotatable glass instead of paper, symbolizing adaptability and the brand’s customer-focused ethos, turning recognition into a personal conversation starter. In Vietnam, trophies often feel repetitive, relying on symbols like stars and flames. VPERIA broke that mold: we added a brass-gold mirrored back so recipients could see themselves in their success, and integrated a crystal prism projecting hologram-like motions, blending craft and technology for a unique, interactive experience.
