Son Boutique Hotel & Spa

In early October 2022, I received an invitation to collaborate with Mr. Bui Tien Thanh, a business owner in Hoi An, to create a brand identity for his brand new hotel.

As Hoi An is also my homeland, to me, it is like a nostalgic land waiting to be discovered, from the people and untold stories which are key to unlocking the design concept. From stories and memories of the homeland shared by the hotel owner and his family, and after researching with a lot of sketches, through various concepts, I came up with the hotel’s brandname: “Son”.