From the campaign to the development of a unique identity for (what it isNt) in Vietnam.

Client
Service


Sector
Year

Nam Anh
Visual Identity, Campaign Launch, Environmental Design, Packaging Design, Social Media Design
Fashion Brand
2023

   A launch campaign (What it isNt), in Vietnam. Our responsibilities extended from the campaign to the development of a unique identity for Vietnam—with the execution of a wide range of deliverables, from space to communications—art direction, to attire. The identity was based on the core concept of "Celebrate Abnormality".
   "Celebrate Abnormality" encapsulates the distinctive spirit of (What it isNt) by drawing inspiration from extraordinary aspects of ordinary life. While (What it isNt) has its roots in American skateboarding culture and art, with a founding by Mark Gonzales, the campaign reflected contemporary Vietnam. The products are designed and produced with pride by Vietnamese designers.

   To tell a story that combines the signature street culture of Mark Gonzales with the street story of Vietnam, we made detailed observations of even the smallest aspects: the quality of the product, the story of Vietnam, the history of the brand, and what the brand wants to convey in this first launch. "Abnormality = extraordinary" is the concept we aim to synchronize through images, film, design, and the entire launch event. Here, we see visuals across all publications and platforms that clearly express a strong, distinct attitude while also being simple and effectively serving their purpose.

   The typographic identity of the campaign draws inspiration from the intricate details found on clothing tags, emphasizing a highly functional aesthetic. This identity is built around a structured typographic system that includes small icons or OpenType glyphs, reflecting the functionality theme.

   We selected Denim from Displaay Type Foundry for its blend of technical precision and humanistic features. In partnership with Displaay, we also customized a set of diacritics specifically for the Vietnamese market, incorporating distinctive local typographic elements to enhance our integration into the regional cultural fabric.

   With the launch of “Celebrate Abnormality” – Honoring the Unusual, Tuan Fr is the first local artist (What it isNt) has chosen to collaborate with. For Tuan Fr, images are a language with every small detail telling a big story. How to perceive that story depends on each person’s point of view. Tuan Fr feels the same about the varied perspectives in everyday living, and the divergences of our lives.

   To achieve a comprehensive presence for the WII brand, illustrations play a vital role. The renowned artworks of Mark Gonzales reflect his unique style, personality, and the context of this pioneering hip-hop artist. We have thoroughly explored the stories behind new illustrations, combining them with the context of Vietnam and experimenting with images that align with the personality and direction of WII for future use. To bring these ideas to life, we collaborated with artist Duc Cao.

   LAUNCHING THE FIRST COLLECTION “WHAT IT IS.”       Unlike the collections in Korea and Japan, (What it isNt) is designed and produced by Vietnamese people, right here in Vietnam. (What it isNt) represents product quality and aims to bring products to all customer groups. The brand is committed to offering products that meet quality standards while also ensuring environmental values and community standards.
   To celebrate the story of “Celebrate Abnormality,” we adorned the already unique space of Binh Thanh House with fabrics produced by Nam Anh—WII’s parent company. This created spaces that embody the spirit of the brand through various activities, such as displaying images in collaboration with Tuan Fr., and covering the area with brand films on fabrics and large LED screens, allowing everyone to freely answer the question, “What is normal?”

   The website is one of the major platforms for WII to interact with customers. It is also where we strongly convey the spirit of WII and an opportunity to share the beauty of the “Abnormal.” Every detail of the WII website design has been carefully considered to create a cohesive, simple, yet effective experience, much like the beauty of a clothing tag with its functional purpose.

   Additionally, during the launch event of WII, social media plays a crucial role as the first touchpoint to attract customers to the brand. Aware of this, we carefully balanced the delivery of information, creating engagement while ensuring the brand spirit is clearly expressed throughout WII's launch plan. The result is a timeline of events filled with colors, images, and a diverse, flexible system that collectively creates a vision of the brand.

   Some of the printed materials serve as key touchpoints for customers shopping for WII products. All products aim to embody the brand spirit and tell their story in various ways, sparking curiosity about WII. They evoke a sense of excitement and playfulness, much like the vibrant nature of the color yellow.

Role: Lead Designer.
Agency: ricestudios.
Creative Director: Joshua Breidenbach.
Designer: Chi-An De Leo, Huy Nguyen, Nu Nguyen, Hieu Vo, Thai Tu, Thanh Truc, Ange Linh, Giang ho, Tien Nguyen.
Custom Typeface: Denim Ink - Displaay Foundry.
Campaign Image: Tuan Fr.
Images, film: Yo Film.
Video: WII Instagram.
Illustration: Duc Cao.