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Gaieté

Where Blooming Beauty Unfolds

Fashion
— 2021
Product display of yellow Gaiete packaging boxes styled with fresh flowers against a blue sky backdrop.

Overview

Launched to be the fashion voice speaking up for all those hearts yearning for the delicate scent of natural and freedom plants and flowers, the inspiring gradient hues of infinite skyline, the warming hug of morning sunlight and the gentle touch of warming tropical Vietnam breeze, where Gaieté came from.
 
gaiete.co

Concept

Gaieté dedicates itself to the maximal-floral details, high quality produced garments and meticulous stitching work to comfort natural lovers. Focusing mainly on e-commerce experiences to provide special caring, we took delivery package into account and developed into a wonderful mystery box with fine material details while market is crowded with brown carton boxes and tapes.​​​​​​​

Through this way, unboxing relationship becomes performative and memorable. Added to develop story, brand’s logotype is a customized script appropriately reflecting sophisticated yet elegant products and services and inspiring by the founder’s freedom spirit.
Close-up of the elegant custom script logotype for Gaiete set against a warm yellow background.
Woman holding stacked yellow Gaiete gift boxes outdoors surrounded by blooming flowers.

Copywriting & Typeface

The copywriting component and Wulkan Display express proposition and Gaieté’s philosophies across printed collaterals like business cards, flyers, packaging and digital mediums such as website and social media channels. Together, it paints detailed memorial fragments of playfulness and enthusiasm across brand mediums.
Minimalist graphic composition featuring a large custom typographic letterform against a yellow block for Gaiete.
Brand campaign poster displaying the inspirational typography tagline Find joy in the ordinary for Gaiete.
Unboxing view of a pink greeting card decorated with pressed flowers inside a yellow Gaiete box.

Visualisation / Illustration

Unlocking the package, we developed a series of escutcheons opening to wonderful natural worlds continuously changing comprehending with floral illustration theme. This added another visual element towards a variety of shapes and canvas into brand system.

Art Direction

Suited Gaieté ideally, spontaneity and feminism play central theme for its brand story. To celebrate this, we worked with Hậu Lê to create a unique aesthetic of its images, materials rather than perfectly standing still shooting. Models can freely move to show curves, details and expressions for completing inconsistent and irregular moodboard.
Custom garment tag attached to a blue patterned fabric item with yellow ribbon branding for Gaiete.
Flat lay of colorful pastel business cards and promotional materials featuring the Gaiete brand identity.
Arrangement of minimalist white stationery cards featuring gold foil accents and small floral details for Gaiete.
Decorative purple floral sticker seal resting on a white paper surface for Gaiete packaging.
Open yellow product packaging box featuring clean branding and white inserts for Gaiete.
Minimalist pink member card resting on a floral patterned fabric background for Gaiete.

Website

Gaieté’s website unfolds like a romantic secret garden, with lush floral designs and gentle pastel hues that evoke nature’s warmth. The experience is whimsical yet empowering, celebrating spontaneity and feminine spirit and inviting visitors into a dreamy narrative of inner beauty and joy.

Gifting

Gaieté’s gifting collection transforms a simple gift into a sensorial daydream. Each whimsical, sunlit-yellow “mystery” box – adorned with delicate floral illustrations and a flowing script logo – feels like unwrapping a piece of morning sky. Unboxing becomes a cherished ritual, evoking warmth, spontaneity, and an elegant, joyful surprise.

Clear phone case decorated with pressed daisy flowers against a bright blue sky and cloud background for Gaiete.
Credits
Branding firm: M — N Associates
Creative Director: Duy — N
Project Manager: M — Lan
Art Director: Anh Nguyễn​​​​​​​
Web Designer: Anh Nguyễn​​​​​​​
Designer: Ngân Huỳnh, Đức Ngô, Quân Nguyễn
Illustrator: Đức Ngô​​​​​​​​​​​​​​
Producer: Phúc Trần​​​​​​​​​​​​​​
 
Photography
Portfolio Photography: Marc Maki
Fashion Shooting: Hậu Lê
Stylish & DI: Maki.vn
Videography: Lam Uy Huynh