For this special project, The Only Three had the opportunity to collaborate with Sofitel and Ecopark in crafting an intricate, holistic branding and marketing campaign for the up-and-coming Sofitel Ecopark property, a sprawling luxurious blend of residential villas and hotel rooms situated in Hung Yen province. 

The project is a retelling of Vietnam’s heritage and age-old stories, retold through the eyes of a modern hospitality project in the sprawling location of Hung Yen.A truly special, one-of-a-kind property which marries heritage and modern living, The Only Three idealized the branding, key visuals, brochure and website as well as gifting to bring the property to life through enhanced marketing materials.

Scope of Work

Creative Concept
Brochure
Sales Leaflet
Key Visual
TVC

For the branding aspect, we worked closely with the property developers to craft a key identity for the unique property, which is designed by the globally renowned architect Bill Bensley. For the creative concept, we were inspired by the phrase Joie de Vivre, which is a French phrase often used in English to express a cheerful enjoyment of life, blended with a testament to heritage and hidden stories-blended between east and west.

The story of Ecopark Hanoi Sofitel is unveiled through an extravagant campaign, with the concept that wherever Ecopark travels, heritage could bloom like a beautiful and elegant flower. The flower itself represents prosperity, joy and wisdom.

We also designed a set of marketing collaterals such as the gift set for potential clients, to fully immerse themselves into the journey with us.

Playing on Ecopark’s position as a market leader in luxury living whilst advocating for a greener way of living, we focused on establishing the appropriate visuals, such as the flower icon and the background colours of serenity; white and dark green.

TEASING

Joie de Vivre is a French phrase often used in English to express a cheerful enjoyment of life, an exultation of spirit. It “can be a joy of conversation, joy of eating, joy of anything one might do… And Joie de Vivre may be seen as a joy of everything, a comprehensive joy, a philosophy of life.

Sofitel Legend Metropole Hanoi is one of Sofitel’s most iconic estates in the world, well-known for its rich history, legendary services and timeless beauty. The story of Sofitel Legend Metropole Hanoi has inspired many famous artists, diplomats and historians.

Inspired by these two great stories, The Only Three proposes a beautiful story of Joie de Vivre through art installation and event exclusivity for a privileged few. For the first time in its 121 years of history, the facade of Sofitel Legend Metropole Hanoi will be dressed in white lotus flowers and illuminations, bringing a joy and illuminating the city of Hanoi. Accompanying this great occasion, a privileged few are invited to this exclusive event where a world’s famous diva sings and Michelin chef invites you to explore the the art of culinary.

PRE-LAUNCH

For pre-launching campaign, our idea is to install automatic diffuser booths across key districts in the old quarters of Hanoi – the area where white lotus has always been deeply associated with. The scent is made exclusively using white lotus as key inspiration, by the renowned perfumery house Panpuri. Each booth is decorated with fresh lotus flowers with automatic diffusing scent system when interacting. Design of each booth refers to the signature architecture of Ecopark Hanoi Sofitel.

The scenting system invites people to explore and be amazed by the scent itself, something that is very Hanoian rooted back in its long history. The scent reimagines the old days where ladies carry fresh lotus from the pond walking on the street of the old quarter of Hanoi – a famous moment that has been deeply attached to Hanoian’s culture.

LAUNCHING

For this launching campaign, we set up an art exhibition showcasing the project through human’s senses. Each room portrays the project using each element of human’s sensing as a source of inspiration. Guests are personally invited to experience the project from never-before approaches, mesmerised by the beauty of the architecture inspired by Vietnam’s distinctive flower.

The art exhibition is divided into 05 different rooms with art-infused objects as a decoration inspired by the lotus. Guests are invited to see all beautifully-drawn imageries of the project which allows guests to learn and appreciate the stories that went into the crafting of the project. Accompanying the experience is the exclusive scent infusing the exhibiting space, allowing guests to fully immerse in the environment where local art and culture are embraced.

The key visuals for this project were inspired by the very essence of nature and serenity, as well as a testament to Vietnam’s rich heritage. We chose to craft the visuals around an elegant white lotus flower, which represents calmness, purity and peace; these are the values represented by Ecopark. With this key visual, we then chose to integrate it into various marketing campaigns, from OOH advertising to the website and other materials.

The lotus was central to the branding of Sofitel Ecopark. The lotus is a national flower of Vietnam, representing the many intricacies and history of the country.

The flower is planted across different locations and areas throughout the project. There was a conscious decision to choose the white lotus over pink, in order to emphasize the purity and pristineness of the overall property.

The white lotus is fresh, pure and luxurious, the first of its kind in Vietnam’s hospitality project. This is a testament to the overall brand positioning and marks a new foray for the Sofitel brand. Across key visuals, we intentionally emphasized the blooming lotus to represent the idea that “Something pristine was blooming”.

For this project, we crafted the brochure and the website for prospective clients and villa owners of Sofitel Ecopark. As the project itself is elevated in design, luxury and woven with heritage and mystery, the communication materials from the brochure to website had to reflect the same temperament and elegance.

Each branded material was intricately worded and conceptualized with Ecopark’s holistic archetype in mind, bringing to life the elegant and illustrious design of Sofitel Ecopark, together with the property’s uniquely designed and decorated rooms, as well as world-class facilities. Each marketing material was peppered with the key inspiration of the lotus flower, as well as the calmness of the interior which should radiate through in-person experience.

The key colors of dark green and white also compliment the property’s calm and serene sense of being, which was consistently peppered throughout all mediums of communication.

Each communication material was marked by the pure white lotus, elevating the logo to represent various sentiments of the property. The brochure’s packaging and cover follows the concept of a lotus shape in 3D, and sculpted into ancient architectures of Vietnam, a true marriage of heritage and modern hospitality. The overall design of the brochure draws curved lines, tracing the shape of the Lotus petal and mixed with geometric shapes to reflect the architecture of Vietnam’s heritage houses.

Our intent is to illustrate the project’s pure and pristine nature through the brochure, radiating delicacy merely through flipping the pages. This follows the overall philosophy of subtle elegance and timelessness that radiates throughout all key visuals of the project.

For this aspect, we wanted to craft and curate physical gifts that would best convey the story of Sofitel Ecopark and all of its unique attributes. In this, we designed an exclusive gift set made by paper crafting, a colorful and elegant presentation of what we think wholly represents the identity of the property.

This gift also compliments the signature scent of Sofitel Ecopark, the “Lotus Defense”, designed together with Panpuri as the bespoke fragrance for the property.