Brief
To create a brand campaign in collaboration between AirAsia Foundation and Sapanapro to improve the economic condition of the Red Dao tribe in Sapa. The Red Dao Tribe — a subgroup of Dao ethnic group resides in Ta Phin, a small village accessible from Sapa. Embroidery is an essential piece of their life and each piece is handcrafted carefully from materials that are shared and exchanged between the various tribes — the practice of connection that is a rare commodity today.
Ideas
A Single Stitch Connects. Our idea surrounds the culture of sharing and connecting by the various Dao tribes, our execution consists of the stitching grids (dots) and our red string. The red string represents connection and its colour, the Red Dao tribe.
Logo
The logo is designed to have a modern yet retain its traditional roots overall. The dots act as the stitching grids while the red string represents connection and its colour, the Red Dao tribe. Therefore, reflecting the Red Dao tribe's daily life and tradition.
Brand Identity Applications
The identity utilizes the red strings and brown kraft paper to enhance the essence of humble connection.
Product Design
The main product line are patches designed and inspired by the tribe. The designs are simplified and can be placed anywhere as per customers' requests. It is portable and is also special as there is only one design of its kind.
Product Packaging Design
The product packaging comes in three sizes to accommodate a wide range of products. The handles are red strings which not only brings out the identity but is also softer for holding. Additionally, each piece of clothing comes with a tag which can be personalized by the women as special gifts alongside the products.
Media 1 - Stitched Posters
These hand-stitched posters will be displayed on buildings such as the Publika Shopping Gallery to promote the Red Dao tribe. Each poster represents their daily wear, view of their surroundings and folklore tale.
Media 2 - Stitching Workshop + Interactive Installation
A stitching workshop will be held in the Publika Shopping Gallery to promote and spread awareness of the tribe and their works. Each pattern will be stitched on kraft cards and distributed as samples for the audience. They can then stitch their own designs which will be compiled and displayed as an installation.
The installation will contain information on the tribe and promotions on their products. This helps spread awareness of the authenticity of the Red Dao tribe alongside enhancing the quality of their works.
Media 3 - Social Media Movement + Exhibition
These hand-stitched posters will be displayed on buildings such as Publika Shopping Gallery to promote the Red Dao tribe. Each poster represents their daily wear, view of their surroundings and folklore tale.
