Hung Kings’ Commemoration Day, one of the most important holidays in Vietnam, honours the 18 Hung Kings of the Hung Dynasty, which lasted for 2,600 years and laid the first foundations for…

Most brands use language as a map, describing a place with a list of predictable adjectives. But very little of it actually makes you feel anything. At PurpleAsia, we’ve thrown the thesaurus…

At PurpleAsia, we believe deeply in social responsibility. For years, we have partnered with @saigonchildren, using our craft to support their mission of changing lives through education. Our role in the annual…

There is a common desire in branding to explain everything, to name every feature and highlight every idea to ensure nothing is missed. But in the race for completeness, many brands lose…

People often confuse Visual Identity with Brand Identity. But in the race for market share, understanding the difference is vital. Visual Identity (VI) is what your audience sees: your logo, typography, and…

Every design choice serves a purpose beyond visual appeal. In traditional casinos, visitors step into an environment filled with striking, often jarring patterns that seem deliberately overwhelming. – Quirky Carpet: swirling pattern…

There’s a misconception that an identity is something ‘branded onto’ a business after the fact. But we know the truth: your brand identity is implicit and every ongoing venture is a brand,…

Most events are built around the mechanics of logistics: the guest list, the run-of-show, the lighting cues, etc., etc. But at PurpleAsia, we know the real work begins with the narrative arc.…

Feeling exhausted by constant negativity? You’re not alone, modern consumers are actively seeking ‘Sanctuary Brands’, places and spaces that offer emotional grounding and a renewed worldview. We see this trend most clearly…

Are We Designing for Everyone, or for the Future? The Vietnamese design community is abuzz. Petrolimex, Sacombank, Vietravel, and ABBank, brands that have lived in our collective memory for decades, are all…

At our office, alongside the many roles that keep things moving, we have one very important position dedicated to morale: our Chief Happiness Officer, Indy. Though she’s rarely at her desk (and…

In a high-cost world, the ‘little treat’ is back at the foreground. When macro-spending feels out of reach, people prioritise small, joy-inducing rewards, e.g., status snacks, craft cocktails, and micro-luxury rituals. We’ve…

Pinterest forecasts five dominant colours for 2026: Plum Noir. Wasabi. Cool Blue. Persimmon. Jade. They’re bold, expressive, emotionally charged, with each carrying a psychological weight: – Plum Noir signals depth and intrigue.…

In an era where shifting climates, economic volatility, and global uncertainty have become the baseline, society continues to function largely because of an invisible architecture of resilience. Women have always been the…

In a fast-skip world, you have 1.7 seconds to be recognised or ignored. Colour is one of the fastest cognitive shortcuts to memory. It doesn’t just attract attention; it sets temperature, signals…

A new steakhouse has arrived at Four Seasons London Tower Bridge—bold, precise, and unapologetically ingredient-led. From naming to brand positioning, voice, rituals, and storytelling, PurpleAsia partnered in shaping a steakhouse designed around…

What’s in a name? If it’s done right, everything. Last year, we brought on to brand a new steakhouse inside one of London’s most iconic heritage buildings. The name had to sound…

Fire Horse years are known for movement, risk, and decisive action. They reward brands that are brave enough to lead and disciplined enough to turn ideas into momentum. At PurpleAsia, we’re charging…

In Vietnamese culture, the horse symbolises loyalty, perseverance, good fortune, and success, most famously expressed through the idiom “mã đáo thành công”. Rooted in ancient times, the phrase refers to the return…

Brands often talk about ‘using culture’ in branding. But the question is: do they understand it, or are they just borrowing it? Culture isn’t a visual shortcut that you can use without…

Around the world, shopping malls and commercial spaces are starting to blur into one. The same lighting, the same scents, the same playlists. Travel enough and Bangkok, Tokyo, and New York begin…

Until now, the goal was simple: make it fast, functional, and not even necessarily beautiful—as long as ‘it’ worked, you won. But that era is over. AI has lowered the barrier to…

The most successful brands today are villages, cultures, and interconnected worlds. If your brand looks like it was designed by different committees, you’ve already lost, which is why at PurpleAsia, we engineer…

Where most agencies treat F&B branding as an exercise in aesthetics, we treat it as an exercise in anthropology. Whether it is a neighbourhood trattoria or a heritage steakhouse, the difference between…

Through our recent work defining the identity of two ultra-premium property brands, we distilled what separates the merely ‘expensive’ from the truly ‘essential’. Here are the three pillars we found at the…

In 2026, we’re seeing a shift from masterbrand rigidity to modular flexibility. Where once a single tagline, tone, or toolkit ruled all, today’s brands need more flex across segments, geographies, and real-world…

On the rooftop of Novotel Nairobi Westlands, we brought Trunk & Tandoor to life — a mystic-infused cocktail bar where spice routes meet skyline views. From name and narrative to rituals and…

Luxury travel is no longer defined by price tags and prestige. Sure, exclusivity and rarity still play a role, but today’s high-end travellers are seeing something deeper: purpose, presence, and personal meaning.…

In high-end real estate, the brands that resonate most are often the most deliberate. We find craft in the silence, where design, story, and restraint are invited to do the talking. This…

According to Kantar, over the past 20 years, brands that dared to disrupt themselves (or their category) generated a staggering $6.6 trillion in incremental value. Let that sink in. In today’s saturated…

Today is a fresh canvas. A blank screen. A blinking cursor. And while many of us already have our briefs and bold ambitions for 2026 mapped out, there’s still something powerful about…

A month ago, the first notes of Christmas started playing softly around our office, and festive lights began to twinkle across the city. Now, those sounds and sights have filled the air…

One name can’t do it all. As portfolios expand and projects multiply, smart brand architecture becomes the key to building trust, clarity, and value. We’re working with a developer to reposition a…

Design used to be gatekept—premium tools, expensive subscriptions, limited access, etc. But with Canva’s acquisition of Affinity, and Affinity’s shift to a free professional suite, that wall just cracked. The race to…

  The most powerful and alluring destinations reflect the soul of a place and invite people to be part of its story. That’s why our approach to destination branding goes beyond sun,…

  Visual appeal goes beyond simple aesthetics. It’s become an integral part of a brand’s identity. And for Gen Z and Millennials, food and drink aren’t consumed—they’re shared, posted, framed, fridged. The…

  Set in the heart of Thao Dien, where modern life flows in harmony with nature, Thao Dien Green has become a vibrant address of international standards. At its crown sit four…

  In the course of development, a brand must know how to preserve the core values that shape its identity, whether that’s product quality, pride in its heritage, or customer connection, while…

  There’s a design debate playing out behind the scenes—and we’re enjoying the perks across the board. Canva, Adobe, Figma—each has its purpose and strength, but here’s a (potentially hot) take: Canva…

  Too many campaigns chase trends and overlook the culture they’re stepping into. Understanding local culture isn’t a box to tick, it’s the difference between a message that resonates and one that…

  Too many brands know who they’re talking to, but not why their audience should care. Demographics may tell you what’s visible, but it’s empathy that reveals what’s valuable. When we repositioned…

  When Canadian Wood Vietnam – the official representative of Forestry Innovation Investment (FII), a provincial agency of British Columbia (B.C.), Canada – first entered the Vietnamese market, they brought more than…

  Any creative director worth their salt knows that the most groundbreaking work doesn’t come from unlimited freedom but rather from constraints. Consider the poetry of haiku, the elegance of the iPhone’s…

  Too often, brands invest in a new logo or fresh font and expect transformation. But identity without strategy barely scratches the surface. When Apollo English asked us to reposition their brand…

  In today’s world, we cannot deny the presence of AI. Headlines everywhere warn that AI will soon replace humans in many fields. But for Matt Millard, Founder & CEO of PurpleAsia,…

  Vietnam’s Mid-Autumn market is flooded with options. But when Hong Kong MX Mooncakes launched here, we helped them stand out, and fast. Our approach? Localised PR + influencer strategy designed for…

  The Ambassador Seoul, a Pullman Hotel, wanted a champagne bar. What they got was BUBLX. Instead of predictable glamour, we built an unexpected brand, from the cheeky name and bold identity…

  From Edson Ink to Masteri Centre Point, brochures aren’t coffee table clutter. They’re tools of persuasion. We design each one to deliver three things: clarity of story, strength of offer, and…

  Set in the heart of Thao Dien, where modern life flows in harmony with nature, Thao Dien Green has become a vibrant address of international standards. At its crown sit four…

​ PurpleAsia are Hiring. – PurpleAsia Location: Onsite – Thao Dien, Ho Chi Minh City About PurpleAsia PurpleAsia is a leading branding and design agency, renowned for creating impactful brand identities, experiences,…

​ PurpleAsia are Hiring. – PurpleAsia Location: Onsite – Thao Dien, Ho Chi Minh City About PurpleAsia PurpleAsia is a leading branding and design agency, known for crafting impactful brand identities, experiences,…

Antoine de Saint-Exupéry, the visionary behind The Little Prince, once said: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left…

In today’s world of endless channels, formats, and audiences, creativity has never been more splintered. But does this mean brands should lose their focus? Absolutely not. The key to successful brand building…

Looking beyond the swathes of polished content and paid partnerships, here’s a truth that cuts through the clutter: your most compelling brand storytellers are the ones who live your brand every day.…

Experiential marketing made waves in 2024, bouncing back strongly post-pandemic. According to Gradient Research, 80% of global brands increased their budgets in this area, with experiential marketing now accounting for 10–30% of…

Vietnam’s metro line has been up and running for nearly a month, already welcoming hundreds of thousands of passengers, presenting a golden opportunity for brands to tap into new advertising possibilities. The…

The 2025 Pinterest Palette, a report that explores the platform’s leading colour trends for the year, identifies the shades set to dominate in the coming year. Grounded in insights from the Pinterest…

Think of slogans as mini mission statements—they carry your brand’s core values and promises as it evolves. Meanwhile, taglines are short, snappy, and designed to stick in people’s minds, building instant recognition.…

  What a thrill to see two exceptional hotels from Condé Nast Traveler’s 5 Best Hotels in Hanoi that showcase our branding legacy!   First, the iconic MGallery Hotel de l’Opera Hanoi,…

Valentine’s Day is no longer just about romantic love—it’s a chance to show love for our planet. Whether through thoughtful gifts, sustainable activities, or artistic collaborations, romantics and brands can redefine love…

From all of us at PurpleAsia, we extend our warmest wishes for a Happy Lunar New Year. We’re grateful for the incredible year we’ve shared with a wonderful collection of brave clients…

In 2024, global tourism hit a turning point. Once popular destinations like Japan, Venice, Seville, and Istanbul began combatting over-tourism with bold measures to preserve local culture, communities, and environments. In this…

Generational shifts are reshaping what success means. For Millennials and Gen Z, socio-economic hurdles have made traditional milestones like homeownership or starting a family feel out of reach. Frustration has given rise…

Horizon Media’s latest insights reveal a powerful truth: mass appeal often means minimal impact. Instead of chasing broad audiences, extraordinary brands are finding strength in precision—connecting with passionate communities bound by shared…

In an era obsessed with digital transformation, here’s a truth that cuts through the clutter: sometimes the most forward-thinking solution is hiding in plain sight. Consider this: beyond being visually commanding, traditional…

In 1972, Vignelli transformed New York’s chaos into clarity with a subway map that still influences transit design today. He didn’t just create a map—he crafted a visual language that cut through…

  If you’ve been here for a while, you know we’re obsessed Pantone, but specifically the brand’s influence on the zeitgeist.   For the first time in 25 years, Pantone crowned a…

  In an era where one misstep can lead to being ‘cancelled’, brand safety is more critical than ever. Ensuring your brand aligns with the right messages, platforms, and values is absolutely…

  While closely linked, branding and marketing are two distinct sides of the same coin—and understanding the difference is crucial for success.   Branding: Defines who you are and why you exist.…

  Communities are evolving rapidly, driven by creators rather than brands. These creators are building strong, niche communities that hold significant influence over consumer behavior. Authentic creators can effectively reach and engage…

  In today’s fast-paced world, brands that fail to evolve risk fading into irrelevance. Consumers are quick to push aside companies that don’t keep up with market trends—just ask Blockbuster, Borders, Circuit…

  In today’s world of information overload, quality matters more than ever. Global interest in social media ads is declining as fatigue sets in, with all generations feeling the strain. The solution?…

  As we close out 2024, we wanted to say a big THANK YOU from the PurpleAsia family to everyone that joined and supported us along the way, putting your trust in…

In the ever-evolving design landscape, Artificial Intelligence is rewriting the rules of creation. Today, designers find themselves tumbling down a metaphorical rabbit hole of opportunity and dilemma. As we fall, the familiar…

  In branding and marketing, breaking through blockages and discovering fresh perspectives can be the difference between success and mediocrity. Whether crafting a new brand, launching a campaign, or tackling a business…

While aesthetics catch the eye, it’s strategy that captures market share. Our approach integrates visual appeal with robust business acumen, creating brands that are not just attractive, but primed for growth. Our…

  AI is revolutionising how brands and people connect, but are we striking the right balance?? On one hand, AI-driven customisation is creating exciting possibilities for tailored experiences. Imagine walking into a…

  Mid-Autumn Festival, a cherished celebration in many Asian cultures, is more than just a time for family gatherings and mooncakes. It’s a golden opportunity for brands to connect with their audience…

  Did you know tomorrow is International Coffee Day? At PurpleAsia, coffee is an integral part of our office culture. It’s a social lubricant, a productivity booster, and a ritual thing brings…

Your brand identity is more than just a logo; it’s about telling your brand’s story down to the smallest elements, including typography. The perfect fonts should be unique, legible, adaptable, and communicative.…

  Colour is a powerful communication tool that can instantly evoke emotions and shape perceptions, making it an important reference in branding when creating impactful and memorable identities. For example, red is…

  In a world brimming with anxiety, the pursuit of joy becomes a critical weapon. Joy, softness and playfulness are emerging as powerful antidotes to the negativity that bombards adults. With traditional…

  According to Kantar BrandZ’s 2023 report, the top 30 Southeast Asian Brands boast a combined value of $119,609 million. Singapore leads with the most brands, i including DBS, spanning sectors like…

  Amid the Olympic frenzy, it’s hard ignore its massive impact and appeal as a brand. Every four years, the organisation rolls out a new event with unique sub-brands and marketing challenges,…

  With inflation a top concern for many (34% according to a Deloitte survey), consumers are tightening their budgets (78% per RRD’s Modern Marketers Report), consolidating their shopping to fewer stores, and…

  Twitter’s ‘X’ rebrand vaporised over $29 billion—66% of its brand value—in record time. Ditching the iconic bird and confusing users, X showed almost overnight how a rebrand can be catastrophic—its user…

What is Purpose Branding? A relatively new concept in the branding world, Purpose Branding has gained popularity in recent years. Essentially, it involves creating a brand centred around a particular cause or…

  Some entrepreneurs set out from day one to make the world a better place. Most don’t. In 1976 Anita Roddick opened a small shop in Brighton, UK with just 15 products…

Have you ever wondered what it’s like—or maybe you remember—being the youngest member of a company? And how does the generation gap present itself, particularly for interns? PurpleAsia is a company with…

We’re all after the perfect internship that teaches us something and allows us to have fun and get our hands dirty, all without interrupting our course load. Maybe I’m biased because I’ve…

Whenever I write this column, I start by thinking about the things I’d really like to talk to the senior-most people in my clients’ firms about over coffee—so, grab one and let’s…

Responsibilities The Content Manager’s responsibilities include creating content on multiple platforms and types from social media content, branding & marketing and public relations. Content for Social Media Write, edit and publish engaging…

Requirements & Qualifications The PR & Communication Manager is a key interface between PurpleAsia’s internal teams and the client. The job demands tact, super communications and interpersonal skills and, above all, outstanding…

Are you a creative person with a keen eye for details? Are you looking for an exciting work environment and ready to work with our varied portfolio of clients in luxury real…

1. Requirements & Qualifications In the context of our business, the Chief Accountant’s responsibilities and duties go far beyond the traditional Vietnamese business. We are a 100% foreign-owned design and marketing company…

PurpleAsia is seeking an experienced and dynamic Account Manager who has both creative and technical skills as well as human-centred expertise. He/she will serve as a liaison between the client and PurpleAsia’s…

This publication is called [C], which I believe stands for “C-Suite”, so I assume I am talking to the boss. It’s nice to have the undivided attention of the top-level decision-maker for…

We are looking for a hands-on savvy IT Leader who is responsible for envisioning, managing, and executing with our IT team in developing websites and hosting, IT networks (share-point system, local servers),…

PurpleAsia is seeking an experienced and dynamic Creative Account Manager who has both creative and technical skills as well as human-centred expertise. He/she will serve as a liaison between the client and…

  Your job title begins with “Chief” so I am fairly certain that at some time you have participated in a workshop or meeting which involved a discussion of Vision, Mission and…

We all struggled our way through the pandemic. Individuals and businesses continue to navigate the settling waters of the epidemic with no past experience or advice from our crisis management guidebooks. As…

Stay at home orders and social distancing guidelines significantly changed the way we do business. Still, no matter how much your brand may need to refocus, it’s crucial you stay true to…

Social media marketing is everchanging, particularly evident in the continued wake of the pandemic. As people’s online lives continue to expand and blend with real life, it becomes even more crucial for…

Are you a creative person with a keen eye for details? Are you looking for an exciting work environment and ready to work with our varied portfolio of clients in luxury real…

DIGITAL MARKETING SENIOR MANAGER PurpleAsia is seeking an experienced and dynamic Digital Marketing Senior Manager to leverage data and digital marketing tools to create impactful strategies and digital customer experiences for our…

PurpleAsia, among Vietnam’s leading strategic branding, design, and PR consultancies, received four awards last week at the Transform Awards Asia ceremony, an annual acknowledgement and celebration of the region’s most outstanding brand…

Sáng ngày 8-1, Hiệp Hội Thiết Kế TP.HCM (VDAS) phối hợp với ITPC cùng sự hỗ trợ từ ConceptD đã tổ chức VDAS Design Summit với chủ đề “Sức mạnh sáng tạo…

Located on a coveted plot of land in Thu Thiem, District 2 – a highly sought-after area in Ho Chi Minh City, The River Thu Thiem is a boutique residential project from…

  AN INTRO TO DIGITAL MARKETING Your first question might be, "What exactly is 'digital' marketing?" To put it simply, any action you take online to promote or discuss your business is…

Whether we think of tourism as being relevant to a destination or region, or a specific hotel or resort, there’s no denying that hosting events can be a winning strategy in attracting…

What was the last thing you picked up off a supermarket shelf? A daily essential perhaps, or maybe a special treat for the weekend? Possibly something new that caught your eye, or…

Well, that’s easy. Branding agencies just design logos, don’t they?  If only it were that simple.  Given that a brand is how the personality and character of a company are perceived, and…

The PurpleAsia offices will be closed on the 2nd of September in honour of - celebrate well, friends! Chúng tôi xin thông báo văn phòng PurpleAsia sẽ đóng cửa vào ngày Lễ…

The PurpleAsia office will be closed onFriday 5 April while we set up in our new home. Business will resume as usual onMonday 8 April – stop by for a coffee and…

To show appreciation to the current residents while reinforcing the luxury lifestyle found at HOLM Residences, our teams partnered up to deliver an exceptional event. Sự kiện ngắm hoàng hôn tại HOLM…

We've just launched our brave and brilliant new identity. Take a look at this amazing new logo reveal. Chúng tôi vừa ra mắt bộ nhận diện thương hiệu mới. Một hành trình…

Newborns Website Launch The number of exciting and challenging projects that cross our desks in a year is innumerable; however, it’s our work with Vietnam’s most committed and forward-thinking charities that really…

PurpleAsia have just finished the branding for The Anam's latest project, The Beachclub Restaurant & Bar. "At the other end of the beach to Lang Viet Restaurant and Bar, the Beach Club…

Purple Asia were once again invited to share pearls of branding wisdom with the Business Executive Network and we got to talk about our favourite subject US! WE recently pointed the lens…