The Gift of Art is a philosophy defined by the owner, applied across all brands under SaigonCube. It connects product manufacturing brands (Maztermind, Looxury, Tick & Pick) with the retail space of The Craft House, forming a shared identity while allowing each to remain distinct.
The system is structured around two complementary sides. “The Gift” focuses on The Craft House as a retail experience, while “The Art” extends into the artisan brands - shaping how they are presented across showroom, packaging, and communication.
This project focuses on developing the visual system for “The Art”, building a flexible layer that connects back to the main identity while adapting across different brands and contexts.
The identity is designed as a flexible framework: a connective layer that works across multiple artisan brands without overriding their individual character. Instead of defining a fixed visual style, the system establishes rules for typography, layout, color, and pattern. The intention was to create a structure that supports variation rather than limiting it.
The logotype is minimally stylized, introducing just enough variation to feel distinct while remaining neutral. It is organized within an invisible grid system, a simplified extension of The Craft House’s primary identity.
The grid is responsive, allowing it to scale across different formats while maintaining consistent typographic proportions. This flexibility is essential when adapting to varied packaging sizes and formats.
The color palette is drawn from the core palettes of the brands within the system, creating a shared set while allowing each brand to maintain its own identity through application. Given the craft-oriented nature of the project, the palette also references material qualities - paper, wood, cement, and painted metal - grounding the system in a physical context.
A modular pattern system is a key part of the identity. Starting with four base modules (each with two variations), I developed eight patterns with varying densities. These can be combined, layered, and recolored to produce a wide range of visual outcomes.
This approach lets the system scale over time, supporting future expansion while remaining practical for print and production.
(to be updated)