BRAND
IDENITY
HON THEN
OVERVIEW
"Hon Then" was born from an aspiration to preserve and share the beauty of Then Singing the precious heritage of the Tay and Nung peoples. We do not merely recreate; we create a sophisticated artistic space where heritage meets a contemporary audience, and cultural stories are told through the emotive language of music. We are crafting a brand and event space to build a sturdy bridge between the past and the future. We do not just 'preserve' Then behind a glass display; we 'redefine' the Then experience. 'Hon Then' is a space where heritage undergoes 'acculturation' being clad in a new, refined, and compelling form, allowing it to resonate with the hearts of today's audience, especially younger generations.
ROLE
GRAPHIC DESIGN
DESIGN CHALLENGE
How to incorporate modern design into traditional art to reach new customers while still maintaining cultural identity.
TARGET
AUDIENCES
This project focuses on young adults aged 20 to 35 due to their significant exposure to modern media and digital technology. This demographic is crucial for the maintenance and development of Then singing as they serve as key transmitters of cultural knowledge and a vital link between generations, capable of connecting traditional values with contemporary visual language and technology.
