Thương Ta - Spa Brand Identity
Overview
Role: Logo Designer, Brand Designer
Timeline: June 2025 (2 weeks)
Tools: Adobe Illustrator, Photoshop, Figma
What I Did
Explored brand concepts and visual direction for the logo
Designed the logo symbol based on the initials T (Thương) and T (Ta)
Developed logo variations (stacked and horizontal layouts)
Created brand applications including signage, business cards, and mockups
Context & Problem
Thương Ta is a Vietnamese spa brand designed as a calm space for self-care and relaxation.
The name carries a dual meaning: it represents the founder’s name Thương and the phrase “thương ta”, meaning to care for ourselves.
While the spa already delivered a peaceful experience through its space and service, the brand lacked a visual identity that could clearly communicate this feeling.
The goal was to create a logo that reflects self-care, balance, and Vietnamese identity while remaining simple and memorable.
Design question: How might we visually represent self-care, balance, and Vietnamese identity in a single logo?
Design Solution
The logo was designed around three core ideas:
Nature - Inspired by Vietnamese natural elements such as bamboo and floral forms.
Balance - A symmetrical structure was used to represent harmony between body, mind, and soul.
Simplicity - A minimal form ensures clarity, memorability, and flexibility across different brand applications.
The symbol is constructed from the brand’s initials T (Thương) and T (Ta).
Four rotated “T” shapes form a stylized floral mark, creating a balanced and recognizable emblem.
Final Outcome
The final identity combines a symmetrical floral symbol with elegant typography to express calmness and refinement.
The warm brown tone reflects natural materials such as wood and bamboo, reinforcing the spa’s connection to nature.
The logo system works across different formats including signage, interior branding, and printed materials while maintaining visual consistency.
As a next step, I also plan to turn the design system into a small documentation website, making it easier to explore tokens, components, and usage guidelines.
Mockup
