Vietnam’s Bát Tràng Museum Rebrand by M — N Associates

A rebrand of the museum that celebrates the work of acclaimed Vietnamese artist Vũ Đức Thắng.

Image via M — N Associates

In Vietnam, the Bát Tràng Museum stands as the first private museum authorized by the government within Bát Tràng Village and was founded by National Artist Vũ Đức Thắng.

According to  M — N Associates, which led the rebrand, the museum was originally named “Hồn Đất Việt” – translated as “Viet’s Ceramic Soul,” and embodies the late Vũ Đức Thắng’s remarkable legacy.

Vũ Đức Thắng gained widespread recognition for his creation of 12 remarkably pottery boots, earning a Guinness Record in 2013.


His artistic skills include a collection of modern artworks highlighted by two unique techniques: color-changing ceramic glaze and intricate three-dimensional sculpting. These methods display his mastery and creativity in ceramic art.

 Image by Tang Tang – via M — N Associates

The Rebrand

“We carefully researched and studied to include his unique artistic techniques and style in creating a new look for the museum,” said M — N Associates.

“This involved giving the museum a new name and create a unique custom typeface MN Vũ Thắng with “pottery-shoes-soul” inktrap touches. We wanted to echo his process and masterpieces into the content system.”


The agency added:

“The brand’s visual system was created to resonate with the beauty of the various unique artworks while systematizing them into an archive through a new, clean photography style. A deliberate pottery silhouette canvas was employed for buttons and patterns across different applications, maintaining a unique and relative aesthetic. This design approach bond to a grid system inspired by the 3-parts floor plan layout of the museum, ensuring consistency and structure throughout the brand’s visual elements.

We simplified the color palette, emphasizing the vividness and authenticity of the artwork, especially the rich colors and textures of the ceramic glaze. This focused approach highlights the authentic essence of each piece, elevating their visual impact while preserving their nature.

Collaboratively, we aimed to assemble the Bát Tràng Museum towards a more contemporary while preserving its rich heritage.”

Image by Le Lai

Image by Le Lai

Image by Le Lai

Image by Le Lai

Image by Le Lai

Image by Le Lai

Image by Le Lai

To learn more, visit the museum’s website


Design firm: M — N Associates
Creative Director: Duy — N
Art Director: Anh Nguyễn
Designer: Quân Nguyễn, Bảo Trương, Đức Ngô
Producer: Loan Nguyễn
Project Manager: M — Lan

Typography under Type Associates
Type Concept: Duy — N & M — Lan
Type Design: Duy — N, Gydient
Type Engineer: Gydient


Portfolio Photography: Lê Lai
Much appreciate ELLE Vietnam and Monkey Minh for the imagery.
Digital Retoucher: An Nguyễn, Phúc Trần
Cinematographer: Huỳnh Viết Trường

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