Brand Strategy & Visual Identity System
Client: SAADO Viet Nam
Design Agency: emoBreaker Agency 

Concept & Art Direction: Vu Pham
Graphic Designer: Vu Pham
Showcase:Vu Pham, Hoang Phuc, Thanh An

SAADO Vietnam is a multiple nations company with the headquarter in Texas - USA; with the mission of promoting the fashionable & catchy sandal footwear brand founded by Vietnamese owners and up to now, it has been expanded to 6 different countries: Vietnam, Laos, Cambodia, Myanmar, Thailand and the US. SAADO 's vision is expanding the business to 15 different countries in the US and Asia in the period of 2020 - 2025.

SAADO Vietnam was known as TOP Three Innovation Award at Leipzig University where Angela Markel ever studied in the past; after joining the pitch accelerator with 15 different projects across Asia and SAADO was sponsored 100% to present their business idea in Germany.

SAADO wishes to become the first Vietnam global brand of footwear fashion to be known by customers with the phrase of ‘light & global’.​​​​​​​
Business philosophy: Customer - centric, service - minded and customer experience at heart.

The logo has 5 letters (SAADO), 2 syllables, easy to pronounce and easy to remember.
Two letters ‘a’ which is stretched instead of Sado, which is SAADO, more balanced in design layout and symmetry.

The abbreviation of the letter ‘S’, ‘S'; can be interpreted as Vietnam, the land strip of the ‘S’. ‘S’ is stylized with four numbers 1, mean leading. The 2 letters ‘S’ is going upward, that is, the vision will be directed to the Asia Market.​​​​​​​

Brand Purpose
The logo must reflect SAADO's business philosophy of fashion (Fashion DNA), back to basic (Black & White), guiding the Vietnamese brand become first international brand, the logo must reflect the core brand’s philosophy.

Key Message/Brand Tagline​​​​​​​
Lightweight, the Vietnamese brand with the trademark by the US, the first Vietnam international footwear brand.

Brand Slogan
Young Generation Wild n Free​​​​​​​
Vietnamese children are dominated by standards of their parents, schools and society. They are taught they should know the must - have standards in the Vietnam society they have to accomplish, no matter if it's right or not, no matter if they like it or not, no matter if they love them or not; and how they show their love; sometimes they don't really understand what they need, they spend too much time wasting on working, studying with things they don't like, they always have to reach the goals according to the standards of the society.​​​​​​​

The slogan wants to send them that they should be who they are, be free & wild; be themselves, be true with the love for people, friends and be active in every dance and daily activities.


SAADO's identity design is printed on Kraft paper and is inspired by environmental projects, showing the brand's personality and class.

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