Outside groups have been defining what Ho Chi Minh City, Vietnam is for centuries. Current brand aesthetics are governmental, literal and serious. Instead, focus was brought to the modern, fun, passionate, energetic and ambitious personality of the population, and to redefining the city on its own terms. Ho Chi Minh City is steadily becoming one of the region's, and world's, most exciting new hotspots and this rebrand aims to communicate that.
(All imagery and content my own.)