Vietnam Summer Fair

Overview

Partner

HUE INSTITUTE FOR DEVELOPMENT STUDIES

Scope of Work

Creative direction
Brand visual identity design
Brand applications
- Social media template
- Events POSM

Year

2022

THE FIVE-COLOR FESTIVAL FLAG

Vietnam Summer Fair 2022

About the festival

Vietnam Summer Fair 2022 is an event organised by Hue Innovation Hub, Hue IDS and Legend of Hue, taking place on May 28-29, 2022.

Within the framework of Hue Festival Summer Festival, the event gathered a large number of brands with large and small creative products inspired by Vietnamese culture to connect creative practice units, towards cooperation in the cultural industry.

Concept building process

Hue is a land that still preserves a lot of traditional culture, reverence and majesty, combined with vibrant colors on traditional festivals. In order to choose to express Hue's image in the most complete way in this summer festival, we took the idea of the five-color flag, the type of flag that is popularly used in festival family village.

The five-color flag has 5 “traditional” colors from green to purple because of the limitations of ancient fabric dyeing techniques. The color in the center of the flag is yellow (earth), followed by green (wood), red (fire), white (metal), purple (water). The outermost is a flag with red tassels, symbolising the burning eternal flame; is a symbol of peace, prosperity, promoting tradition and development of the nation.

With the key visual, we stylised the image of the color bands in the iridescent flag, inspired by sound waves that transform into outstanding visual patterns or motifs to simulate vibrant and colorful sounds of the summer festival.

APPLICATIONS

VAN•HOA Role

After the event of Unleashing Creativity Week 2021 and GET ON 2022, this is also the third event that VAN•HOA has the opportunity to accompany in building the key visual for the whole event.

VAN•HOA, as a companion of the program, participated in the visual design of the event and was also the guest of the first seminar "Creative start-up from traditional national cultural materials". In order to really immerse in the bustling atmosphere of Vietnam Summer Fair, VAN•HOA also prepared a booth space to introduce the team's upcoming interactive creative concept product. We had collected nearly 300 interactive results with a small set of survey questions to learn about youngster’ cultural experiences in Hue.