Subject Code GRAP2659

Subject Name Art Direction

Location & Campus (SGS or HN) SGS

Title of Assignment One Brand: 9 + 9 ways

Student name Nguyễn Ngọc Phương Oanh

RMIT International University Vietnam Lê Ngọc Nam Phương

Assignment Cover Page Student number s3818575

s3845567

Teacher name Lorena Banares

Group Number 10

Assignment due date. 30 April 2023

Date of Submission 30 April 2023

Number of pages including

this one

Word count
One Brand ART
9 + 9 ways DIRECTION
ASSESSMENT
02
NGUYEN NGOC PHUONG OANH - S3818575
LE NGOC NAM PHUONG - S3845567
BACKGROUND
Vietnam Airlines has a long history that stretches back to 1956, when the
Civil Aviation Administration was created by the government. However,
Vietnam Airlines was not formally established until April 1993, when it began
operations as a state-owned company (Vietnamese Airlines, n.d). The brand,
which began with a modest fleet of only 5 aircraft, has since evolved and
steadily increased local and international service models with a fleet of 94
aircraft. Vietnam Airlines Corporation was founded on May 27, 1995, with
Vietnam Airlines as its basis, thanks to a collaboration between the country's
national airline and 20 businesses engaged in the aviation services industry.
Vietnam Airlines has been constantly developing and leading the Vietnam as
well as Asia market.

BACK
GROUND
Not only providing safe and reliable air transportation
services, Vietnam Airlines is always aware of its
responsibility to represent and develop the identity of
the people and country of Vietnam (Vietnamese Airlines,
n.d). The traditional crafts are not only meaningful in
terms of economic stability for the locality, but also bring
great value in terms of art and culture and need to be
preserved and developed.

Some distinguished crafts of the 3 regions: incense,

lantern, conical hats.
 CONCEPT
DEVELOPMENT

in e la
cens
Cao Thon village in the North
with 200 years of experience as
musk incense (Thanh Binh 2021).
Cao Thon incense is famous for its
natural ingredients, without
chemicals, with its characteristic
aroma from 20 different types of
Vietnamese traditional herbs.
ntern
Hoi An lanterns first appeared in
the 15th century (Binh and Linh
2021). It represents homesickness,
reunion or the wishes for good
that the people of the Central
region send in. Lanterns are also a
factor contributing to the
traditional and warm beauty of
Hoi An streets.
ts
co
ni a
cal h
The conical hat village in Can Tho
in the South is not only famous for
its durable, smooth hats but also a
famous tourist destination (Kim
Thoa 2023). The hats are made from
honey leaves, bamboo trees not only
cover the sun and rain but also a
charming accessory that goes hand
in hand with the image of a
Vietnamese female.
COLOR PALETE

Each color represent for the handicraft product:

the red of the incense, the yellow of the conical hat,
the maroon of the lantern
INSPIRATION
DESIGN PATTERN
& IDEA

Traditional crafts represent the culture and people of the 3 regions of

North - Central - South Vietnam

Using a simple brushstroke style and color scheme evokes the rustic and traditional Vietnamese
culture, connecting with the brand's customer who appreciates traditional values (Luong Hanh 2023)

Inspired by the traditional crafts that have been and continue to preserve the country's ancient
cultural beauty, the concept idea of using 3 traditional crafts representing the 3 regions of the
country. The key visual used for the campaign is incense making in the North, lantern making in the
Central region and making conical hats in the South, respectively.
LAYOUT SCAMPS

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 FINAL
SUBMISSION
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THANK YOU
Reference:
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UVldm92WmZINWJlUVRlQSZ0PUFBQUFBR1Fwb1dV

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Kulachek Prague School [photo], Venngage website, accessed 25 March 2023. https://venngage.com/gallery/winter-event-poster-
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h64y3Bxr0Njuzj4Vsu5kp5yZlUifZydzOKkarUINrd_hjfgyOd0

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fbclid=IwAR1XZ7-Ah2QtPQ6iRZsVe14RaNs8N7lzbfqBxYS4ud9EmBPfDYEUZzeY-2Q

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