The Lab

Today was our Fall Townhall, split into two sessions for the different companies under the group, with some people calling in. We shared financial performance in 3Q2024, project highlights, upcoming plans, community activities, and personnel announcements. To that last point, congrats to Tram Dang for her promotion to Senior Spatial Designer, Eve Tran and Đoàn Nam Mỹ for their promotion to Partners! #thelabsaigon

Restoring a luxury leather bag requires as much care as crafting a new one. Our design for Chatoyer Artisan needs to convey the same craftsmanship as the luxury handbags under its care. That’s why every detail matters, from the word mark, to the icon, the pattern, the packaging. Every touchpoint needs to feel like a conversation starter. A collaboration between our design offices in Saigon and Dalat for the client in Hanoi. Full case: https://lnkd.in/gnXHAUfy Creative Director: Reo Le Graphic Designer: Pim Truong, Kim Chi Tran Motion: Quang Do Studio: Thuy Truc, Thong Le, Trinh Nguyen Strategic Partnership: Anh Nguyen, Jenny Do Creative Advisor: Tuan Le Art Direction: Mega Blonde

Our mooncake packaging design for Bakes Saigon drew on the brand's French inspiration, from vintage confectionary tin cans to shades of the French flag to its iconic picnic cloth. Music: Fleur de lune by Francoise Hardy

Our Mooncake campaign for Bakes Saigon begins by clarifying the brand’s essence. The team focused on Bakes’ nostalgia for French pastries to create the "Mooncake à la French" campaign, starting with the packaging. Inspired by vintage confectionery tin cans, our Saigon and Dalat team collaborated to design a tin can that won’t seem out of place decades ago, or hopefully decades later. Each illustration, each line, is carefully considered to evoke care, craft, heritage, and subtle references to the brand’s French founder. The boxes are designed to be simple to produce and assemble as the brand target a 3x growth in sales. But still offer a distinct silhouette and unboxing experience. Whimsical interior architecture design and kinetic installations, inspired by vintage French festival motifs, to reinforce the campaign message. Full case study: https://lnkd.in/d5b6Vku6 🤳🏻 Reach out to our Strategic Partnership team Phuong Anh Nguyen Anh Nguyen Trang Nguyen to see how we can help your brand with packaging and interior architecture design. Creative Director: Tuan Le Designers: Reo Le, Tuan Ha, Pim Truong, Kim Chi, Quang Do, Cam Nhi Spatial Designers: Thien Thanh, Tess Ngo, Hung Le, Nam Hoai Studio: Thuy Truc, Thong Le, Tung Nguyen, Trinh Nguyen, Khanh Chi Strategic Partnership: Phuong Anh Nguyen, Trang Nguyen, Xuan Nghi, Zoey Tran Strategist: Eve Tran, Dieu Thu, Thuyen Do Procurement: Hai Uyen Huynh, Huyen Linh, Minh To, Bao Ngoc Ta, Lab Procurement. Print Producer: Binh An, Kim Cuong Business Support: Bryan Doan, Lab HR, Lab Finnance Contractors: Hac San Construction, Anh Dũng Marketing: Vinh Hong, Tra Nguyen, Thao Nguyen Operations: Laure Chevallier, Van Nhan, Minh Khoi, Truong Tin, Tran Chau Kitchen: Brian Gartner, Thi Thu, Linh Tho Sales and Relations: Tuyen Huynh, Uyen Tran, Nguyet Pham Customer Services: Minh Anh, Kim Ngan Event Support: My Nguyen, Nga Nguyen D.O.P: Natecuteboi Talent: Son Lam, Anya Choreography: Son Lam, Yasmine Nguyen Camera & Lighting: Nguyễn Công Tiến, Võ Gia Huy, Huy Dương Rental: Tuan Vu Equipments Post-Production: DinhGoc, Chloé Tavel Talent Manager: Long Nguyen Make-up: Bunny Ty, Đặng Huy Stylist: Kim Music: Fuji Photographer: theboy.youlost Set Decorator: Thu Tâm, Rannie #packaging #branding #interiorarchitecture

The Lab rebranded Vero — an award-winning communications consultancy in Asia, unifying their extensive services and offices under one spectrum branding. We called this strategy “One Vero.” To keep up with their diverse web editorial content, we created a webapp to generate thumbnails using the new dynamic brand identity. And crafted a new confident brand voice to reinforce their position as a thought-leader in the industry. Full case study: https://lnkd.in/gXDrpJds Creative Director/Writer: Tuan Le Designers: Tuan Ha, Ven Bui Strategic Partnership: Duy Lâm, Mei, Phương Khánh Website Development: ViiVue Documentation Support: Quang Do Special thanks to Vero Team for their amazing partnership!

After an internal selection process that began in March, we identified 3 senior team members to enter our Creative Leadership Program, a 6-month journey to become team leads. The program will include inhouse and external courses, 1-1 mentorships, networking, responsibilities, and more. Designed to embrace their strengths and weaknesses to mold them into well-rounded and effective leaders. Our 1st cohort is Anh Ngoc Nguyen (joined April 2021), Strategic Partnership Manager, Tuan Ha (Feb 2021), Senior Graphic Designer, and Hung Le (April 2019), Senior Spatial Designer. All will be Acting Team Leads during the program. Yeah them!

"Look at Burger King, McDonald's and even Starbucks... behemoths that get humbled when they're in Vietnam," says Tuan Le, Co-founder and Creative Director of The Lab Saigon. In the latest episode of #YouDontKnowVietnam, I have the pleasure of talking about branding and creativity in Vietnam with Tuan and The Lab Saigon's Strategic Partnerships Director, Phuong Anh Nguyen. Listen now to learn about... 🤝 How The Lab Saigon works with partners - and what problems it solves 🎯 The importance of a good-fit agency/client relationships 🔥 The surge in top quality local brands in Vietnam 😳 Why global brands often get humbled when they enter the Vietnam market 🌎 Plus, as a cheeky thought exercise, we also kick about some ideas as to how "brand Vietnam" could be positioned on the world stage. 🇻🇳🇻🇳🇻🇳 Link to the episode in the comments 👇 #Vietnam #Podcast

Trong các nghiên cứu của mình, NON nhận thấy các bạn học sinh muốn (cần?) nhiều hơn một thư viện chỉ là nơi đọc sách. Các bạn nhỏ muốn sử dụng thư viện như một nơi để gặp gỡ, chơi, sáng tạo, học, đọc, và nhiều hoạt động khác nữa. Đó là lí do NON đã xin phép trường THCS Quang Trung được cải tạo lớp học cũ trở thành thư viện với không gian đọc, nghỉ ngơi và tương tác ... Tìm hiểu Kệ Bọ Rùa (🐞) và không gian Thư Viện NON qua chia sẻ từ các bạn tình nguyện viên nhé! NON xin cảm ơn các cá nhân và tổ chức đã tài trợ thiết kế và sản xuất thư viện: 👨🎨 Tư vấn & Thiết kế: The Lab Gia Tu Tran 🛠 Sản xuất và R&D: Le Minh Le Truong Thuỳ Linh ☘ Đèn mầm: Hung Le --- NON found that students want more from a library than just a place to read books. They want to meet, play, create, study, and do many other activities. So, NON got permission from Quang Trung Secondary School to turn an old classroom into a library with spaces for reading, resting, and interacting. Discover the Ladybug Collection (🐞) and the Library space through the volunteers' stories! --- 📧 hello@nonlibrary.org 🔗 www.nonlibrary.org In collaboration with Tủ sách Giải Trí & Giáo Dục (Thoa Tran)

Like most companies, we're excited and anxious by the potential of Artificial Intelligence (ChatGPT, midjourney, etc.) on our work in the future (now?) We're researching and articulating a company-wide AI strategy to help us embrace this new technology. How are you using AI in your creative process, if at all?

Big congrats to our lab rats Ven Bui on her promotion to Designer Designer (from Junior Designer), Trang Nguyen to Senior Strategic Partnership, Ho Linh to Associate Accounting Manager, and Duy (Dylan) Lam to Strategic Partnership Manager. Happy for you. Well deserved. We’d recommend you anywhere. But don’t leave!