Background and Challenges
Our client is the only made-to-order men's leather shoe maker in Vietnam offering Italian leather and finishings, with English craftshmanship. Other luxury shoe makers exist in Vietnam, but few people know about any of them, save the low quality outlets catering to tourists.
Graphics were not enough to help people understand this brand. The brand was developed by ReBranded, and refined by Rice Creative. We needed to develop a set of Verbal Brand Guidelines and provide consultation on visual merchandising, packaging, and sales materials messaging to help the sales teams and internet site bring in more customers.
We developed and fine-tuned the brand’s verbal presence to bring out the values of the brand wherever messaging is applied. We advised on visuals, and collaborated closely with their retained design team. We also provided consulation on the branding of their boutique shop, "Born in Saigon" on Dong Du in Ho Chi Minh City.
Dominique Saint Paul is now firmly established among the most unique, high quality, local craft and artisanal brands in Vietnam. Sofitel Saigon featured the brand story in their in-room magazine, as has Robb Report, and other International media. Sales often out-pace capacity, to get a pair of these shoes, expect to wait a few months after placing your order!