M Village Service Apartments and Hotels Brand Refresh
M Village
latest identity
IntroductionBrand StrategyVerbal IdentityVisual IdentityImplementationResults
About the case

Be More Togather

M Village Service Apartments and Hotels Brand Refresh

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Curated By Brandcoat
Last updated on
October 1, 2024

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.

M Village Service Apartments and Hotels Brand Refresh


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.

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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M Village

tags
Single
Letterform
2020 Onward
Millennials
.vn
One Signature
Niche
Urban
Urban Professionals
City Based
B2C
Hanoi
Ho Chi Minh City
Franchise
Established
Suggestive
English
Health Conscious
M Village Brand Evolution
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2024
Brand Refresh
Be More Togather

M Village Service Apartments and Hotels Brand Refresh

Brand Refresh

Scaling (2023)

Raised $2.3 million to expand further, now operating 33 properties​

Expansion (2022)

M Village grew to 25 locations, serving both short- and long-term residents​

2021
Branding
Together is always better

M Village logo and visual identity X NAR8 (2021)

Branding

Launch (May 2021)

The first property opened in Ho Chi Minh City, quickly achieving a 70% occupancy rate

Foundation (2021)
M Village was founded by Nguyễn Hải Ninh, the former CEO of The Coffee House.
M Village Brand Portfolio and Hierarchy
M Village's visual identity design awards
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Trademark
M Village
Industry
Consumer Discretionary
Sub-Industry
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Founded year
2021
Entry to Vietnam
Origin country
Vietnam
Project context
Brand Refresh
Release date
July 2024
Main colors
Branding Agency