About the brand
The apricot blossom village of Tan Tay Commune, Long An Province, has undergone an impressive journey, transforming from a barren and flood-prone land into a symbol of prosperity and modernity. Renowned as one of the largest apricot blossom cultivation craft villages in Southern Vietnam, Tan Tay not only supplies beautiful yellow apricot trees for the Lunar New Year but also serves as a destination attracting tourists with the beauty of its vast apricot gardens and the delicate art of apricot tree care.
Objectives
- Enhance the recognition of Tan Tay apricot blossom village as a distinctive cultural and tourism destination in Southern Vietnam
- Promote the image of the traditional craft village through its journey of transformation and sustainable development
- Build an approachable and positive identity through the “Be Mai” mascot, representing local people and cultural characteristics
- Strengthen audience connection, especially among younger visitors and families
Project Scope
- Research local culture, people, and craft village characteristics as the foundation for creative development
- Conceptualize and design the “Be Mai” mascot with a strong identity and accessibility
- Develop a visual system and apply the mascot across communication materials
- Collaborate with partners to implement integrated communication activities that effectively promote the village’s image
