Located in the heart of Little Saigon, Asian Garden Mall (also known as Phước Lộc Thọ) is the largest Vietnamese-owned and operated shopping center in America. I worked with the team to create an identity system inspired by the architecture and mission to expand their audience. Our approach was to honor the cultural significance of the mall while modernizing its brand to appeal to a broader demographic. We drew inspiration from the intricate patterns and bold colors of Vietnamese art, integrating these elements into the logo, typography, and color palette. The design balances tradition with contemporary aesthetics, ensuring it resonates with both longtime patrons and new visitors.Brand identityLogo design
LOGO
The logo was specifically inspired by the architectural elements and interiors of the mall. I incorporated motifs from the traditional pagoda-style roof and the elegant paper lanterns found throughout the space. The flowing curves and symmetrical shapes echo the balance and harmony seen in Vietnamese design. Additionally, the color palette reflects the vibrant hues found within the mall's interior, evoking a sense of warmth and community. The result is a logo that feels both familiar and fresh, seamlessly connecting heritage with modernity.
IDENTITY
The identity system extends across digital and print platforms, including signage, social media, and promotional materials, creating a cohesive and memorable brand experience. Collaborating closely with the client, we crafted a narrative that celebrates the community's heritage while inviting a diverse audience to explore and engage with the space. This strategic rebranding not only enhanced brand recognition but also helped the Asian Garden Mall position itself as a cultural and commercial hub for all.