GUIDELINE PHAM VU QUYNH TRANG - s3754304 GRAP2960 - DESIGN DISCIPLINE SKILLS LECTURER: GIANG NGUYEN RMIT UNIVERSITY

01 02 03 04 BRAND LOGO BRAND LANGUAGE APPLICATION P3 P8 P20 P34

01 BRAND

SAVON VIETNAM VIETNAMESE SOAP BRAND PAGE 04 BRAND RECAP Savon Vietnam, often mistakened as “Co Ba Soap”, is a Vietnamese soap brand. The founder of the brand is Mr. Truong Van Ben, who was born into a family of craftmen. In 1905, he opened a workshop producing and refining essential coconut oil in Thu Duc. In 1918, Mr. Truong opened the second oil factory due to the previous one’s prosperity, which specialized from cooking oil to coconut oil, castor oil, rubber oil and industrial oil. After realizing the potential of coconut oil in the South of Vietnam, Mr. Truong decided to expand his business to producing soap. Thus, it leads to the birth of the iconic “Savon Vietnam”. Truong Van Ben’s soap company was first established in Kim Bien market area in 1930. At first, Mr. Truong only distributed his products to Saigon, Cho Lon, Gia Dinh and Bien Hoa Province. Later on, with the goal of gaining customers’ awareness of the brand, the company hired a propaganda martial arts troupe to help them deliver the goods directly to the customers and to help with the advertising campaign. Thanks to this strategy, the brand was able to spread far and wide. Today, Savon Vietnam is on the verge of extinction because it cannot compete with other strong foreign brands in the soap market. To be able to survive, the brand needs to diversify its product lines. That means extending to producing liquid soap and not only soap bar. Savon Vietnam should also go along with organic products direction. That will help gain people’s favour and trust quickly as there has been an increased interest in health. The target customer will be Vietnamese women as they are the ones who are most conscious of their skincare.

SAVON VIETNAM VIETNAMESE SOAP BRAND PAGE 05 BRAND STORY “A Vietnamese woman’s bestfriend throughout the time.” Ever since established in 1930, Savon Vietnam have always believed that the most natural form of beauty lies in your skin health and that we are responsible for exploring and awakening that inner beauty. With the ingredients being completely vegan and chemical-free, we are confident in inspiring women to bring out the best of their beauty. To Vietnamese women from low class to high class and from ancient to modern time, Savon Vietnam has always been a lifetime partner and a supportive best friend that helps them overcome any insecurity regarding their skin.

SAVON VIETNAM VIETNAMESE SOAP BRAND PAGE 06 BRAND SUMMARY VISION MISSION VALUE PERSONALITY We aims to become a world-class brand that are engraved with Vietnamese culture and are known for our inspiring journey of awakening women’s inner beauty. Savon Vietnam is devoted to serving Vietnamese people, especially women. Our mission is to inspire Vietnamese women to discover and explore their inner beauty through our products. We have absolute faith in Vietnamese beauty existing inside each person and it is waiting to be discovered. Organic/ Elegant/ Simple/ Friendly

SAVON VIETNAM VIETNAMESE SOAP BRAND PAGE 07 DESIGN CONCEPT Organic Elegant Simple Friendly Savon Vietnam celebrates and embraces traditional Vietnamese plain and elegant beauty throughout our design concept. To do so, we borrow traditional Vietnamese women imagery and portray it in a modern way and through a contemporary artstyle. In doing so, we hopes to deliver our message that all women have their own kind of beauty which are waiting to be discovered. Throughout our concept, minimal lineart will be applied and four keywords will also be followed strictly.

02 LOGO

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 09 LOGO DESIGN The logo design used a minimal lineart to portray the feminine image of traditional Vietnamese women. The women’s hair is also stylized into the shape of the letter “S”. The design is also applied with the combination between geometric shapes and organic shapes, which helps enhancing the diversity approach of the brand in modern day market. The circle embracing the women is inspired by “Nón quan họ” (or “Quan ho hat”) which is a traditional Vietnamese hat used by women back in the old days.

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 010 LOGO DESIGN TYPOGRAPHY TRADEMARK

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 011 LOGO VARIATIONS DARK VERSION/ LIMITED USE LIGHT VERSION/ PRIMARY USE

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 012 LOGO VARIATIONS The first two rounds are mainly used for packaging while the last two are used for poster and advertising merchandise.

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 013 LOGO CONSTRUCTION

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 014 LOGO CLEAR SPACE

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 015 LOGO CLEAR SPACE

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 016 LOGO CLEAR SPACE

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 017 LOGO INCORRECT USE Do not add shadow Do not change the font Do not add gradient Do not rotate the mark Do not add pattern inside the mark Do not distort the proportions

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 018 LOGO POSITIONING

SAVON VIETNAM VIETNAMESE SOAP LOGO DESIGN PAGE 019 LOGO COMPARISON

03 BRAND LANGUAGE

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 021 TYPOGRAPHY Gill Sans MT (headlines/ subhead) Gill Sans MT Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans MT Italics ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans MT Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans MT Bold Italics ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 A humanist sans-serif typeface designed by Eric Gill with the aim “blend the influences of Johnston, classic serif typefaces and Roman inscriptions to create a design that looked both cleanly modern and classical at the same time.” The font was marketed by Monotype as the design of “classic simplicity and real beauty” It is a mix of classic and modern design which suits the design concept of Savon Vietnam “deliver the traditional image of Madame Ba through modern art.”

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 022 TYPOGRAPHY Charter (body text) Charter Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Charter Italics ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Charter Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Charter Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 A serif font which was designed by Matthew Carter and would hold up well as a body text font on lowresolution output devices. A very neutral typeface which pairs well with almost all typefaces.

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 023 COLOR SCHEME PRIMARY COLOR RGB: R0, G0, B0 CMYK: C0, M0, Y0, K100 #000000 RGB: R255, G255, B255 CMYK: C0, M0, Y0, K0 #ffffff The brand’s primary colors revolve around the monochromatic hues in order to convey the authenticity and trustworthiness of an organic brand.

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 024 COLOR SCHEME PRODUCT LINE COLOR RGB: R181, G220, B211 CMYK: C34, M0, Y22, K0 #b5dcd3 RGB: R138, G184, B172 CMYK: C51, M13, Y36, K1 #8ab8ac RGB: R206, G181, B216 CMYK: C22, M33, Y0, K0 #ceb5d8 RGB: R164, G124, B182 CMYK: C42, M57, Y0, K0 #a47cb6 RGB: R238, G175, B175 CMYK: C5, M40, Y24, K0 #eeafaf RGB: R179, G97, B97 CMYK: C24, M67, Y51, K14 # b36161 RGB: R185, G181, B219 CMYK: C31, M29, Y0, K0 #b9b5db RGB: R128, G123, B182 CMYK: C58, M53, Y2, K0 #807bb6 Using light color pastel to show off the feminity and woman-friendliness

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 025 COLOR SCHEME PRODUCT LINE COLOR RGB: R184, G223, B229 CMYK: C33, M0, Y12, K0 #b8dfe5 RGB: R230, G223, B183 CMYK: C13, M9, Y35, K0 #e6dfb7 RGB: R189, G186, B147 CMYK: C29, M20, Y46, K4 #bdba93 RGB: R230, G210, B183 CMYK: C11, M18, Y31, K1 #e6d2b7 RGB: R190, G174, B148 CMYK: C26, M27, Y42, K7 #beae94 RGB: R131, G185, B192 CMYK: C53, M12, Y25, K1 #83b9c0 RGB: R223, G230, B183 CMYK: C17, M3, Y36, K0 #dfe6b7 RGB: R180, G189, B147 CMYK: C35, M16, Y48, K2 #b4bd93

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 026 ICONOGRAPHY CHEMICALS FREE SENSITIVE SKIN 100% ORGANIC DERMATOLOGICALLY TESTED SUSTAINABLE

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 027 KEY VISUAL KEY VISUAL 1 This is the key visual created for advertising campaign. It has the same lineart style as the logo and also the same minimal style. This series portrays different parts of a Vietnamese woman which delivers the brand’s belief that the inner beauty of Vietnamese women can be found everywhere.

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 028 KEY VISUAL KEY VISUAL 2 The 2nd key visual is a series of illustration which portray different types of ingredients used for organic soaps. The said key visual will be feature only in packaging.

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 029 KEY VISUAL These elements are not really the brand’s key visual but are the elements that support the two key visuals. On the left side, there is a gradient layer which are inspired by the foggy layer when one is taking a shower. The gradient is created using Photoshop brush and its color should be changed depending on the context (which products we are advertising). On the right side, there are small geometrical elements that support the 1st key visual. It creates a contrast between the geometric shapes of the elements and the organic shapes of the key visual. SUPPORTING KEY VISUAL

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 030 KEY VISUAL HOW TO USE?

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 031 KEY VISUAL HOW TO USE?

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 032 LAYOUT EXAMPLE

SAVON VIETNAM VIETNAMESE SOAP BRAND LANGUAGE PAGE 033 LAYOUT PACKAGING

04 APPLICATION

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 035 PACKAGING

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 036 PACKAGING

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 037 PACKAGING

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 038 PACKAGING

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 039 BILLBOARDS

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 040 BILLBOARDS

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 041 TOTE BAG & SIGNS

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 042 BILLBOARDS

SAVON VIETNAM VIETNAMESE SOAP APPLICATION PAGE 043 BUSINESS CARD