NKHoldings
Client
Nguyen Kim Holdings
Discipline
Corporate
Brief includes
Rename
Re-Branding
Name Generation
Brand Identity
Brand Strategy
Art Direction
Team
Creative Director & Brand Strategist: Duong Do
Brand Designer: Dao Lee, July N
Location
Ho Chi Minh City, Vietnam
Background
Nguyen Kim Investment and Development Joint Stock Company (NguyenKim Holdings) is a prestigious investment enterprise in the field of real estate, services, and financial investment throughout Vietnam.
In December 2023, Nguyen Kim Holdings decided to re-brand in order to match the new business orientation of the enterprise.
Nguyen Kim Investment and Development Joint Stock Company (NguyenKim Holdings) is a prestigious investment enterprise in the field of real estate, services, and financial investment throughout Vietnam.
In December 2023, Nguyen Kim Holdings decided to re-brand in order to match the new business orientation of the enterprise.
Challenge
The name Nguyen Kim in Vietnam is associated with a popular electronics store which no longer belonged to the group. Moreover, NguyenKim Holdings did not have any clear brand strategy and brand image.
Our mission was to transform the company’s brand inside out to signal their new era.
Solution
After many in-depth interviews with the stakeholders and rigorous market research, we realized the company’s strength comes from the young, passionate, daring and flexible team who are willing to take on any new challenges. We then redefined the brand strategy based on the company’s heritage and power to serve as a platform for future growth.
After defining the brand strategy, we suggested changing the company name to NK Holdings to be unique and recognizable with international investors.
The icon was inspired by the intersection of rivers from top view, implying the meaning of convergence of blessings, prosperity, and "golden" land in feng shui. The triangular shape suggests flexible solution and forward movement.
The color palette took the idea from a Vietnamese idiom "An inch of land, an inch of gold", which means land is as precious as gold. If understood more broadly, land will bring wealth and benefits to the country and investors. Besides, the green was inspired by jade’s color. Jade stones are believed to bring prosperity, luck and protection to its owner. It was also used to make imperial seals in ancient times.
