Background

vntrip.vn  is a tourism e-commerce site founded by investors from Vietnam and Hong Kong. Their goal at the time was to establish and develop the biggest and most up-to-date travel booking portal in Vietnam. In 2015, revenue from tourism in Vietnam was 15 billion USD, but revenue from online bookings only accounted for 175 million USD of that amount. Strong growth potential in the next three to five years meant huge opportunity for businesses. In addition, Vietnam was becoming an ‘international playground’ with many famous and experienced global competitors such as Agoda, booking.com and, in Southeast Asia, Traveloka. Many domestic companies were also active in the sector. However, at that stage there was no outstanding Vietnamese brand name that dominated the market. In that context, vntrip.vn was born.

Objective 

vntrip.vn wanted to become the number-one online hotel reservation brand in Vietnam within their first three years of operation, and wanted to have expanded to areas such as flights and tour bookings by the end of their first decade in business. To that end, vntrip.vn needed a strong Brand Differentiation Strategy and Brand Identity to build a brand image that was attractive to its target customers.

Action and Result 

We partnered with vntrip.vn to reveal its competitive advantage and brand personality, and to use that as the basis for all the brand’s communication activities. We set out to design a logo that integrated a dragonfly image, which symbolizes a travel companion in forecasting the weather. Along with a playful iconic visual system, we introduced a bright color palette to  symbolize happy, carefree travel. Once that was achieved, we applied vntrip.vn's Brand Identity smoothly throughout the Media Systems.