Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Daikiosan
Date
April 2035
Location
Ho Chi Minh City, Vietnam
Date
February 2023
Role
Logo Design, Visual System Design, Brand Concept Development
Project Type
Brand Identity Design, Logo Design
Rebranding a leading wellness brand with clarity, energy, and trust.
Daikiosan is a premium wellness brand under one of Vietnam’s leading corporations. Though technically a sub-brand, Daikiosan holds enormous trust and recognition nationwide, thanks to its consistent dedication to quality and meaningful impact. One of its most memorable initiatives, “Ngày nước tái sinh” (The Day Water Reborn), delivered clean water systems to narrow alley communities in Saigon, where access to safe water was a rare luxury — cementing its role as a brand that genuinely cares for human health.
As the market evolved and younger audiences became more health-conscious, Daikiosan recognized the need for a modern, dynamic identity — one that retains its legacy of credibility while embracing a more energetic and aspirational image. I joined this rebranding journey alongside my Creative Director and design team, where we developed a new concept built on a powerful idea:
“Bật là khoẻ” — “Power On, Live Strong.”
The Vietnamese word “Bật” cleverly plays on multiple meanings: turning on Daikiosan products (such as massage chairs, water purifiers, or eye massagers) as a trigger for health; and “bật” as in “breaking through,” symbolizing physical movement and the inner force to keep pushing forward in life. It suggests that as long as you're switched on — body or mind — you're thriving.
This concept is visualized through the new Daikiosan logo, where the letter “A” is stylized to represent a person in mid-leap — a symbol of momentum, vitality, and empowerment. It reflects the brand’s core message: wellness isn’t just for the elderly or athletes, but for everyone — at every age, every lifestyle. Movement is life.
The visual system is grounded in strong, confident color choices:
Daikiosan Blue emphasizes trust and premium quality
Cyan and Neon Green inject energy, youthfulness, and vitality
Together, the new identity communicates a fresh era for Daikiosan — one where innovation meets empathy, and wellness is not just a luxury, but a daily action.
