Born in Saigon is a concept store nestled in the heart of Ho Chi Minh City (Saigon). The shop offers it's clients a selction of high end products made only in Vietnam. Born in Saigon was a dream project come true for Mr. Dominic Price, a British citizen who was born in Saigon in the early 1960s. Mr. Price Spent a portion of his youth in mid-century Saigon, and has a strong appreciation for the crafts and art deco style of the cosmopolitan city. 

 

The visual identity of Born in Saigon centers around a simple box form, which represents the stores curated offering. An icon based on the Saigonese phoenix flower, was developed. The flower beccame a brand signature, applied to everything from shopping bags and wrapping paper to the stores custom tile floor. The original painting comissioned for the store adds layer of tropical chic to the stationary set.