Ruco’s Rebranding Will Leave You Feeling As Relaxed As Their Spa Will

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Ruco International Clinic is a non-invasive and non-surgical cosmetic and dermatological wellness spa based in Vietnam.They recently rebranded with the help of M – N Associates, and the main goal was to represent their customers' most feminine and delicate sides while highlighting the clinic's thoughtful services.

The entire branding identity is sleek and refined, with pops of deep turquoise throughout. It's interesting to note that the color choices tap deeply into the relaxed feeling that customers should feel; with deep mahogany, light blue, and intense turquoise, you'll walk away feeling calm and comfortable even if you don't receive treatment. The staff's uniforms are all custom-fitted so that each member can feel as confident as they look. This custom touch truly showcases the attention to detail throughout the identity.

Ruco International Clinic is pioneering in non-invasive dermatological treatments, non surgical cosmetic procedures and skin care procedures also developed as a professional spa where women can luxuriate in. The rebranding project speaks with one voice representing customers’ flawlessness and femininity as well as Ruco's attentive services.

We created “The Femina”, an infinite looping visualisation inspired from the previous logo, to leverage feminine sustainable details and embrace softness throughout brand system.

We used the Femina to construct 4 graphical motifs for perfection, flexibility, sustainability and femininity. These motifs seamlessly run across printed and online applications, expressing brand characteristics and balancing layouts.

Typographical form from the logotype addressed on Ruco's iconography system, sculpturing the beauty essence literally ready for applications. Along with the Femina motifs and simple typographic expression, the brand delivered a sense of informational immediacy, dividing content in the arrangement, orientation and typesetting of Helvetica Neue.

All of the uniforms are perfectly designed to achieve that professional voguish look for the staffs, every piece is custom-fitted to enhance each staff's body form. Subtle elements that refers to the brand is also input, like the twisted belt of the consultant’s pantsuit or the front fold on the beauty technician’s bodysuit.

Project Credits:

Design Firm: M — N Associates

Creative Director: Duy — N

Art Director: Ngân Huỳnh, Anh Nguyễn​​​​​​​​​​​​​​

Designer: Đức Ngô, Quân Nguyễn​​​​​​​​​​​​​​

Producer: Quân Nguyễn​​​​​​​​​​​​​​

Project Manager: M — Lan

Interior Design: Uniiik Saigon

Portfolio Photography: Hậu Lê & Cua Studio

Models: Hồ Thu Anh, Vi Nguyễn

Architectural Photography: Đỗ SỹDigital Retoucher: An Nguyễn

Uniform Design: Phi Phạm & M — N Associates