Mystically Saigon: Tapping into a city’s soul

Flashback to mid-2016 and Vietnamese hotel company Silverland Hotels & Spas had some ‘soul searching’ to do. With seven sleek mid-range properties located around Saigon, they thought it was time to launch something a little different. With a premium boutique concept in mind, they wanted a brand that would capture the essence of Saigon, and pay tribute to its charming alleys and shophouses with strong design elements that connected travellers to the locale.

Enter: QUO.


Strategy

Emerging from The Myst

Silverland’s desire to tell an authentic Saigon story presented a refreshing challenge for us. Receptive to more fearless and progressive brand traits, they were open to creating a truly ‘Vietnamese’ brand that had an exclusive, yet still more inclusive vibe to visitors than was offered by their competitors. Free from the constraints of conservatism, we cultivated The Myst’s persona as a peaceful respite amidst the bustle of Saigon, one that celebrated the locale in a boldly contemporary way.


Visual Identity

Evoking tradition in a contemporary way

In order to visually express The Myst’s brand essence as a “refreshingly unique expression of Saigon culture”, QUO created a minimalist, yet distinctive, letterform-only logo. Emphasising the mystery and the promise of discovery, the ‘Y’ is stylised to omit it’s right arm, piqueing curiosity for the product.

The Myst Logo_Pantone-01

The letter ‘Y’ also represents a fork in the road, reminiscent of the nostalgic old alleyways (hẻm) of Saigon. By using a sans serif font for ‘The Myst’ and a serif font for its descriptor – ‘Dong Khoi’, we created a contrast between old and new, just like The Myst itself.


Brand Voice

A Magical, Myst-ery Tour

When finding a voice for The Myst, we wanted to tap into the ‘poetry’ of life in Saigon, its rhythms and the nostalgic vibe of its old shophouses and alleywaysThe resultant voice sports a mellifluous tone, with a hint of poetry to set a gently intriguing scene.

 

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The Myst is not afraid of getting poetic


Website

Cyberspace, Myst-ified

In order to share The Myst’s story with the world (and encourage direct bookings) we created a website that would act as an online storyteller.  This visually delightful and descriptive site shares pertinent need-to-know details, while alluding to the gems of the property and locale awaiting guests’ discovery. Naturally, the booking button is prominently displayed, as well as a chat feature for visitors to instantly communicate with The Myst. The imagery captures The Myst’s unique decor while a super-simple UX makes it effortless to navigate.

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In March 2018, The Myst featured in a write-up on Hospitality Design for its boutique blend of antiques and modern lines.

See more at The Myst.