Thuan Tinh Rebranding

Brand identity & brand strategy

Thuận Tính Cooking Tour Hội An

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Thuan Tinh is one of the first established culinary tour at Hoi An, Vietnam. With a long tradition in tourism, they are proud of the authentic, serene local experiences that have been offering to tourists for over a decade.


Facing fierce competitions of rising copy-cats, the business was having difficulties in staying relevant & getting new tourists. Thus a re-positioning of the brand is overdue, especially when it was also looking into expanding into other hospitality businesses in the near future.


The brand was given an identity refresh, repositioned to differentiate in the saturated market. The business has a new purpose, instead of being a cooking tour, it is devoted to giving tourists an authentic culinary experience of what makes Hoi An special: hospitality, tranquillity & warmth. The new identity system is designed to be expanded for future endeavours within Hoi An as Thuan Tinh grows.

The logo construct is inspired by the Chinese tile roof - an iconic feature of Hoi An’s architecture & the long mangrove palms that runs along the locally famed Thu Bon river.


With a combined effort, we helped the business achieving new successes. It has risen to become the #2 Classes & Workshops in Hoi An on Trip Advisor from the original #6 when the project started (recorded at February 2020).