Mãi Brand Identity and Brand asset
Mãi is not defined as furniture, souvenirs, or any particular product category. Instead, Mãi is inspired by the everyday sparks of curiosity and joy.
About the project
Mãi is a design brand by PlasticPeople that creates thoughtfully crafted products from recycled plastic. It is not defined as furniture, souvenirs, or any particular product category. Instead, Mãi is inspired by the everyday sparks of curiosity and joy. In Vietnamese, mãi means “forever”—a word that reflects both the enduring physical nature of plastic and the idea of joy that lasts. I had the opportunity to lead the brand identity redesign for Mãi, with the ambition of expressing and amplifying this spirit.
The Mãi logo was refined to fit precisely within a rectangular frame, anticipating its role as a flexible visual building block—much like a recycled plastic module—that could evolve across the identity system. This concept became the foundation of the brand language, where the logo expands through repetition and propagation, echoing the countless recycled plastic fragments that come together to form each PlasticPeople product.
Packaging serves as the most direct touchpoint between Mãi and its audience. The logo appears with a sense of spontaneity, yet every placement is carefully considered so that multiple packages naturally create continuous patterns—Mãi Mãi Mãi… (“Forever Forever Forever…”), or playful compositions where Mãi appears everywhere. The vibrant color palette reflects the brand’s joyful personality while also expressing its openness to collaboration. Mãi Collab is envisioned as a creative platform where artists and Mãi come together to co-create unexpected and inspiring products. Every package was carefully developed by Base’s product design team with the intention that it could be reused, extending its life beyond its original purpose.
The brand’s 3D digital visuals were equally important in bringing the products closer to audiences while reinforcing the limitless possibilities of the Mãi universe. Through dynamic motion and evolving compositions, the products appear to multiply, expand, and play endlessly—communicating a sense of infinite growth, exploration, and delight.
Photography introduces the human dimension of Mãi, capturing the curiosity and optimism at the heart of the brand while revealing the meticulous craftsmanship of Base’s artisan partners. Product imagery not only highlights the refined structure and materiality of each object but also serves as an expressive language of motion across digital platforms, giving the identity a lively and engaging presence.
We hope Mãi continues to fulfil its mission, because sustainability is a story that belongs to all of us.
ricestudios (Base SGN)
Creative director: Joshua Breidenbach, Tien Nguyen, Mark Ben.
Designer: Nu Nguyễn, Duy Nguyễn, Giang Ho, Linh Khưu, Hou Huynh.
Motion design: Linh Khưu
3D design: Giang Ho.
Packaging management and production: Anna Dinh, Thương Nguyễn.
Communication: Joey Phan
Project management: Linda.
Nu Nguyễn also designed