De La Sól, an initiative sub-brand by Sun Life Insurance

Established in 2022, De La Sól is a sub-brand of Sun Life Vietnam, created to bolster Sun Life's presence in the Vietnamese market and foster community engagement and artistic growth. This initiative is part of Sun Life's strategic expansion plans in Vietnam, aiming to provide high-quality, customer-centric services. De La Sól serves as a flagship model, showcasing a comprehensive service approach that includes financial consultations, customer care, and various community-focused activities. The brand emphasizes creating unique and enriching experiences for its clients, aligning with Sun Life’s broader mission to enhance lives and contribute positively to the community​.

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What exactly is De La Sól? ‍

This intriguing concept stands for both Sun Life Vietnam's flagship location and a mixed-concept space nestled in the heart of Saigon. In the context of branding, a flagship refers to a prominent establishment that highlights the best of what a brand can offer. As a symbol of the brand's values and identity, a flagship with landmark features can make a lasting impression and elevate brand recognition. Flagship locations, as demonstrated by De La Sól, can also be versatile spaces accommodating a variety of uses. By combining a flagship with a fluid mix of an exhibition hall, cafe lounge, and client experience center, Sun Life distinguishes De La Sól from traditional corporate spaces. This unique value proposition draws a diverse audience and nurtures meaningful connections within the community.

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De La Sól, Shadow Lounge, and the Sun Life client experience center together create a powerful ecosystem that promotes synergy and collaboration. The name De La Sól, meaning "of the sun," corresponds directly with the word "sun" in Sun Life, emphasizing the strong link between thethe parent company and its sub-brand. The sister F&B brand, Shadow Lounge, also reinforces this connection by referencing shadows cast by sunlight. This clever naming strategy highlights the brands' interdependence and shared vision, while also creating a cohesive identity that resonates with their target audience.

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When it comes to De La Sól's identity, the first thing that catches the eye is the logo design. This bold square logotype is filled with artistic typography that seems to draw inspiration from post-war typefaces such as Haettenschweiler, Impact, and Helvetica Inserat. These typefaces, known for their high x-heights, give the logo a bold, attention-grabbing confidence. What's fascinating is the adaptability of this typography in the animated versions of the logo, where it takes on different forms with varying letter heights and weights. This flexibility in the logo design cleverly underscores De La Sól's brand principles of flexibility, creativity, and innovation.

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Another distinct aspect of De La Sól's brand identity is its vibrant lime color, subtly paired with shades of gray. Lime green, bright and vivid, signals a bold and unconventional approach, communicating a fresh, youthful, and innovative vibe that aligns perfectly with the brand's mission to cater to a creative, younger demographic. The subtle gray tones, in contrast, bring balance and sophistication to the visual identity. De La Sól's dynamic and visually captivating brand image can be seen on its social media channels, where each post, image, and interaction is a testament to the brand's commitment to creativity, flexibility, and customer engagement.

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All in all, De La Sól serves as a shining beacon of Sun Life Vietnam's innovation. It's where art, architecture, and business blend seamlessly, creating a vibrant hub for creative activities. It underlines the company's commitment to human development and community engagement. De La Sól is not just a venue; it's a new landmark for corporate community involvement in Saigon.

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