Vietnam Is Awesome
Redefining how people discover Vietnam - through trust, community, and curated authenticity.
Overview
The community that helps you discover Vietnam, like a local
Vietnam Is Awesome (VIA) is a community-powered platform that helps travelers and expats experience Vietnam through real stories, local insights, and moments you won’t find in any guidebook.
As the platform grew, so did its ambition - to become the voice of modern Vietnam. VIA partnered with CDA to transform a grassroots movement into a purpose-led brand with a bold identity, a flexible system, and the spirit of a thriving community at its core.
Opportunity
A strategic identity rooted in culture, built for community
Vietnam is not one thing—it’s everything, all at once. It’s the scent of phở rising from a street stall at dawn. It’s a rooftop DJ set in Da Nang. It’s tradition woven into everyday life, and modern culture reimagining what comes next.
With that in mind, we shaped a brand concept that celebrates this duality. Vietnam Is Awesome becomes more than a platform—it becomes a living reflection of the country’s dynamic spirit, made accessible through a trusted, community-first lens.
Revised logo of VIA Contest inspired by the flashlight with more flexible spacing
Logo design
A mark that moves like Vietnam
VIA’s new logo is designed to feel like Vietnam itself—personal, expressive, and full of character. Inspired by the flowing lines of Vietnamese cursive handwriting, the mark captures the warmth and spontaneity of human connection—like a handwritten note passed between locals or a traveler’s scribbled memory in a journal.
At its center is a subtle star, echoing the national symbol of Vietnam. It anchors the logo with a sense of place and pride—reminding us that while every journey is personal, it’s rooted in a shared cultural story.
Revised logo of VIA Contest inspired by the flashlight with more flexible spacing
Revised logo of VIA Contest inspired by the flashlight with more flexible spacing
Revised logo of VIA Contest inspired by the flashlight with more flexible spacing
SUB-BRAND
Vietnam, told in many accents
The VIA logo system was designed to grow with its community. From main brand moments to local chapters, each variation carries the same spirit - rooted in Vietnamese cursive, full of character, and easy to recognize. It keeps everything connected, while still letting each sub-community feel like its own.
GRAPHIC SYSTEM
The energy of Vietnam in full color
The color system was built to reflect a modern, ever-evolving Vietnam - bold, bright, and full of life. With a dynamic color palette and flexible layouts, it adapts easily across different communities while keeping the energy and curiosity that define VIA at its core.
ILLUSTRATION SYSTEM
A system as layered as the culture it represents
VIA’s illustration style captures Vietnam the way it’s lived - intimate, playful, and full of personality. From sidewalk scenes to late-night eats, each drawing feels like a moment sketched from memory, bringing the everyday magic of Vietnam to life with charm and character.
BRAND IDENTITY
Cōllective Design Agency
PRODUCER
Minh Nguyen
CREATIVE DIRECTOR
An Bui
BRAND DESIGNER
Nam-Bao Tran, Hien Do
SPECIAL THANKS TO
Vietnam Is Awesome team
and others who have contributed to this project