Vinpearl Safari

Sector: Other
Client: Vingroup
Location: HN


Brand concept
Visual identity
Print Design

A promised land and tropical paradise to discover amazing wildlife

The Challenge

Vinpearl Safari, the largest wildlife care and conservation park in Vietnam, nestled in Bai Dai, the Northwest coast of Phu Quoc Island. Vinpearl Safari Park conserves abundant indigenous and exotic flora and fauna. This sanctuary is a home of 400 species of plants, and 2000 wild animals representing 140 different species, many of which are considered rare and endangered. The definition of Vinpearl Safari Park is beyond a wildlife exhibit park. It’s also designated as a center for research, breeding, and preserving of the world’s rarest flora and fauna.

Design Strategy

In the beginning, based on the data research and article study, Bratus finds a worthy orientation for the Vinpearl Safari Project. We concentrate on building a logo with a long-term strategy which belongs to the visibility, architectural coherence in VinGroup. This strategy also considers the model and the business scale of service development such as tourism, resort, and visit.


Firstly, based on the advantages of VinGroup brand image, Bratus develops a Vinpearl Safari logo with an inherited essence from the parent brand. Furthermore, Phu Quoc island also becomes a significant element of our design by promoting the place’s identity where will be a tropical paradise destination. Besides, from a deep analysis of other successful zoos worldwide, we obtain new inspirations to present Vinpearl Safari, the pride of VinGroup and Vietnam in general.


To amaze the market and change the visitor’s mindset about the ordinary zoos, we also attempt to come up with more creative open-plan directions that can evoke a positive message and emotions.

Logo Concept

We fill the shape of “Phu Quoc” island, where the Safari locates, with different stylized animal graphics to promote the promised land and tropical paradise. Besides, the negative space of the logomark constructed by the animals around is in the shape of VinGroup’s bird symbol. The overall look and feel of the logo are organic and nature-oriented that can gain huge attention from the audience and introduce this Vietnam open wildlife zoo to foreign tourists.

Visual Identity

For the identity, we explore the new amusing and friendly visual direction to attract the audience at all ages. The strong typography communicating straightforward messages paired with various animal portraits creates a sense of humor and entertainment. Animal’s voices shout out loud on different stationaries brings out the wild and natural essence of the Safari and lure the audience to join the zoo’s activities. The connection between animals and visitors is strengthened by the repeated animal illustrations, the brand contents as well as different funny applications such as tokens, stickers…


Furthermore, the tropical color palette works well on flexible applications, especially environmental designs that can build a natural tropical atmosphere for the safari. We also used customized types to maximize recognizable, flexible and cohesive brand personality.