Bát Tràng Museum rebrand

Published December 12, 2023

The First Bát Tràng Museum by National Artist Vũ Thắng (in short: Bát Tràng Museum) stands as the first private museum authorized by government within Bát Tràng Village, founded by National Artist Vũ Đức Thắng. Originally named “Hồn Đất Việt” – translated as “Viet's Ceramic Soul”, this museum embodies his remarkable legacy. Vũ Đức Thắng gained widespread recognition for his spectacular creation of twelve remarkably genuine pottery boots, earning the Guinness World Record in 2013.

We carefully researched and studied to include his unique artistic techniques and style in creating a new look for the museum. This involved giving the museum a new name and create a unique custom typeface, MN Vũ Thắng, with “pottery-shoes-soul” inktrap touches. We wanted to echo his process and masterpieces into content system.

The brand’s visual system was created to resonate with the beauty of the various unique artworks while systematizing them into an archive through a new, clean photography style. A deliberate pottery silhouette canvas was employed for buttons and patterns across different applications, maintaining a unique and relative aesthetic. This design approach bond to a grid system inspired by the three-parts floor plan layout of the museum, ensuring consistency and structure throughout the brand's visual elements.

We simplified the color palette, emphasizing the vividness and authenticity of the artwork, especially the rich colors and textures of the ceramic glaze. This focused approach highlights the authentic essence of each piece, elevating their visual impact while preserving their nature.

Collaboratively, we aimed to assemble the Bát Tràng Museum towards a more contemporary while preserving its rich heritage.

See the full case with more images on Behance.

Design firm: M — N Associates
Creative Director: Duy — N
Art Director: Anh Nguyễn
Designer: Quân Nguyễn, Bảo Trương, Đức Ngô
Producer: Loan Nguyễn
Project Manager: M — Lan

Typography under Type Associates
Type Concept: Duy — N & M — Lan
Type Design: Duy — N, Gydient
Type Engineer: Gydient

Portfolio Photography: Lê Lai
Much appreciate ELLE Vietnam and Monkey Minh for imagery.
Digital Retoucher: An Nguyễn, Phúc Trần

Cinematographer: Huỳnh Viết Trường

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