Work — Brother · BFS Studio, Ho Chi Minh City
Brother— Mực Rẻ, In Khoẻ
THE BRIEF
Build a Vietnamese key visual around a single line — Mực Rẻ, In Khoẻ — and keep the palette as monochrome as the printer itself, letting only two words carry the colour. It then had to survive every surface Brother buys: billboard, building LED, a full bus wrap, a shelf wobbler and a sticker on a toner box.
WHAT WE DID
We built the line out of what a printer actually makes. KHOẺ stands on a stack of freshly printed paper; RẺ sits inside a pile of coins; the toner cartridge holds the lockup together. One piece of artwork then adapted down through seven surfaces and out into two motion ratios without redrawing a letter.
OUTCOME
One artwork built from real printed material, extended into bus livery, wobblers, shelf talkers and a 15-second out-of-home film for the Vietnam market.
THE WORK
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