Em Pretty

In short

Where beauty meets nature.

Client

Em Pretty Nails & Spa

Agency

-

Freelance Porject

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Background

Em Pretty Nails & Spa, a forthcoming beauty salon in Hobart, Tasmania, is the brainchild of Tra My, a passionate young Vietnamese entrepreneur with a deep appreciation for feminine beauty. Eager to bring her vision to life, Tra My sought to create a brand that not only reflected the essence of her salon but also resonated with the diverse clientele she aimed to attract.

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Creative direction

With the background and understanding of Vietnamese feminism, I aimed to craft a unique and memorable brand for Em Pretty Nails & Spa. The creative direction was centered around the idea of transforming the salon's name into a distinctive brand mark and symbol. The goal was to blend simplicity and elegance, capturing the essence of the beauty services offered.

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The camellia, symbolizing beauty and femininity, was chosen for its timeless appeal.

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Fun fact: 'Em' comes from the pronunciation of the initial of the name 'My'. Tra My, in Vietnamese, stands for camellia flower, which is what the brand symbol was based on. 'Em' is also an endearing way to call a woman in Vietnam, which is why the word is used on different headlines, materials.

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The design direction focused on a minimalistic icon representing the camellia flower.

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The result is a logo that encapsulated the delicate yet powerful nature of the flower. The decision to use a typeface mirroring the petals of the camellia added an extra layer of intricacy to the brand, creating a seamless blend between the icon and the typography.

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To complement the minimalist design, a soft and sophisticated color palette was chosen. Subtle shades of pastel pinks and greens were incorporated to evoke feelings of tranquility and serenity, creating a welcoming atmosphere for Em Pretty Nails & Spa clients.

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Graduated with Digital Media Degree, and over 6 years of experience working for different agencies ranging from newspaper, branding, to advertising, I'm enthusiastic in designing brand identity, packaging and advertising.

Based in Singapore, currently open for hire/freelance projects.

Education

2015-2016
RMIT Melbourne (Digital Media)
2012-2015
RMIT University Vietnam

Experiences

2020-2023
Saatchi & Saatchi (VN)
2018-2020
Soyon Agency (VN)
2017-2018
Rio Agency (VN)
2016
Truce Films (AUS)
2016
Blick Creative (AUS)