Social Local is a place that simulates and evokes a part of the spirit of Saigon in the past through familiar sayings and images that are symbols of Southerners in general.
The word "Sài Gòn" is a combination of two Vietnamese words: "Sài" meaning "firewood" and "Gòn" meaning "cotton tree". In the past, cotton trees grew in abundance in the area that is now Saigon. The cotton tree is a symbol of the strong vitality and quick adaptability of the people of Saigon.
The tiger is a symbol of strength and power in Vietnamese culture. Its image has been used in Saigon's logo since the French colonial period. Social Local hopes to revive this image as a way to celebrate the strength and spirit of the Vietnamese people.
Using yellow as the main color recalls the color that for Vietnamese people represents nobility and strength, the remaining colors are retro tones to create closeness to the Vietnamese people.
Client / Social Local
Location / Vietnam
Location / Vietnam
CD / Chochoi Creative
Story, Tagline / Laint, Khunbleu
Story, Tagline / Laint, Khunbleu
Motion Graphic / Toan Truong
Product photography / Phat Le
