Brand Identity
Challenge
When we began analyzing Tuanphat's case, the actual data revealed 3 bottlenecks that were strangling the growth of this brand:
1. The market is saturated with "copy-paste" competitors
A quick survey on Facebook and Google showed that up to 75% of interior construction units in Quy Nhon and surrounding areas use visual styles and color palettes that are virtually indistinguishable from one another. Tuanphat was one of them. When everyone looks the same, price becomes the only competitive factor – and that is a race to the bottom in terms of profitability.
2. Customers "watch online, demand replication" – the brand gets blurred
The shopping behavior of Tuanphat's target customers (aged 25-40) has completely transformed over the past 3 years. They no longer search for showrooms; they search for trends on digital platforms. Every interior video that goes viral with millions of views generates hundreds of "make it like this" requests sent to Tuanphat.
But here's the problem: In the customer's mind, they don't remember whether they're asking "Tuanphat" or someone else. They ask everyone – and then choose the cheapest, fastest option. That is precisely why Tuanphat kept getting price-squeezed, despite consistently high craftsmanship and quality.
3. The 5-year-old brand identity: from "treasured asset" to "burden"
The brand identity that Tuấn Phát had proudly used for over 5 years – the logo, color scheme, typography, image framing – now appears outdated, cluttered, and visually unappealing on 2K/4K smartphone screens. The product videos themselves looked stunning, but when the old logo was placed in the corner of the screen, the overall aesthetic was... ruined.
We ran a small experiment: We posted the same product video in two versions – one with the old logo, and one with a new, minimalist, modern logo design. The results: The version with the new logo achieved 47% higher video completion rates, and the number of inquiry messages doubled.
Solution
Before embarking on the design, we asked ourselves a guiding question:
"How can Tuanphat not only look different – but also be PERCEIVED as different in the minds of our customers?"
The answer does not lie in simply changing colors or logos. It lies in building an identity system rooted in a deep understanding of our customers and the brand's strategic positioning.
We implement a systematic process:
Step 1: Dive deep into "customer psychology" – Not just what they need, but what are they CURRENTLY FEELING?
We don't stop at surveying shopping behavior. We put ourselves in the shoes of Tuấn Phát's customers – busy young people aged 25–40, living in apartments or modern townhouses.
They don't just buy furniture. They buy:
The sense of security when investing in their living space.
The pride of showing off their cozy home to friends.
The trust that the contractor will understand and turn their dreams into reality.
And most importantly: They are overwhelmed by the countless identical options flooding social media. They feel lost. They don't know who to trust.
➡ From this insight, we define our goal: Tuanphat must become a brand that truly understands its customers – a place where customers feel reassured, clear, and genuinely heard, from the very first glance.
Step 2: Find the Big Idea and visual keyword set – Turning "language" into "imagery"
We brainstormed with the Tuấn Phát team to uncover the Big Idea – the backbone story for the entire new brand identity.
The chosen Big Idea is:
"Understanding to Design"
From there, we defined a set of visual keywords to guide every design decision:
Layeredness – each customer has a different income level, perspective, and aesthetic taste. To truly understand them, we need to dive deep into the different layers of awareness that each customer possesses.
Direction – Tuấn Phát must assert its role as an expert who helps customers understand both aesthetics and the structural integrity of furniture.
Every piece of furniture thereafter must answer one question: "Does this piece truly meet the customer's needs?" – if not, we discard it and start over.
STEP 3: DEVELOP THE NEW IDENTITY SYSTEM
Logo sketching
Font selection
Color palette standardization
Deploy the print & communication materials system
The result: Tuanphat now has a complete, unified, and easily operable identity ecosystem – everything has been standardized. All Tuấn Phát needs to do is focus on its core expertise, while the brand automatically tells its own story.
