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“We developed a solid structure of sub-brands to ensure that the brand received maximum prominence.”
  • Brand Differentiation Strategy
  • Brand Identity
  • Brand Positioning Phrase
  • Master Brand Format
  • Media Systems
  • Brand Guidelines


By 2014 the Ho Chi Minh City market for high-end residential projects had become increasingly competitive. Even so, most large-scale, high-end residential areas in the city did not satisfy the requirements of upscale clients. A newly established but already large firm, Dai Quang Minh Real Estate Corporation had set its sights on becoming the leader in the luxury residential sector in Ho Chi Minh City, and grasped the opportunity presented by the unsettled market of the day.


Intense discussions with our client helped us grasp the major distinctive features to reflect in the brand persona. We learned that the project was to be the preeminent residential development Ho Chi Minh City; a complex with a strong focus on community values in the only uptown area with a natural ecological environment. In Vietnamese culture, the Sala flower symbolizes a peaceful and worry-free life, and so the brand was named for the Sala tree so lavishly cultivated within the residential complex.

Action and Result

Crafting Sala as a trustworthy, luxurious and natural brand, we then worked to design its full identity throughout all media. The Sala logo is a sophisticated yet simple combination of lines and colors, with a flower perceived in the center, reflecting the modern and elegant style of the development. We also developed a solid structure of sub-brands to ensure the brand received maximum prominence.

Sala was successfully introduced into the Ho Chi Minh market in 2014.

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