M Village Service Apartments and Hotels Brand Refresh

Established in 2021, M Village has rapidly emerged as a prominent player in Vietnam's hospitality industry, redefining urban co-living with its modern spaces. Initially, the brand harmonized elegance with comfort, appealing directly to young professionals and creative individuals in search of a community-centric living arrangement. With properties in both Ho Chi Minh City and Hanoi, M Village has crafted a reputation for merging personal retreats with energetic communal areas, becoming a favored destination for those seeking to blend solitude with social vibrancy.
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In 2024, we observed a significant shift in M Village’s brand identity, moving from a sophisticated and high-end design to a more functional and ordinary aesthetic. The redesign enlarged the 'Village' in the logo for better legibility and simplified the decorative elements of the 'M' letter. This simplification makes the logo easier to physically reproduce on buildings signage. While these changes are presumably aimed at enhancing accessibility, they raise concerns for us. The new, streamlined design seems to potentially compromise the professional and refined image that had previously distinguished M Village in the competitive hospitality market.

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Complementing the visual overhaul, M Village has launched a new messaging campaign that redefines its brand narrative around the experience of living in a "new generation of hotels." This campaign, featuring the tagline "What makes a new generation of hotels?", emphasizes the brand's dedication to creating unique, immersive experiences at every branch, focusing on the smallest details that make a stay at M Village truly memorable. The refreshed identity is supported by new digital initiatives, including a video series that showcases the M Village experience from a first-person perspective, aiming to resonate more deeply with their audience and reinforce their position in the market

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