Ruco International Clinic Rebranding

Agency: M — N Associates
Creative Director: Duy — N
Art Director: Ngan Huynh
Art Director: Anh Nguyen
Designer: Duc Ngo
Designer: Quan Nguyen
Uniform Designer: Phi Pham
Portfolio Photographer: Hau Le
Interior Photographer: Do Sy
Location: Vietnam
Project Type: Produced
Client: Ruco International Clinic
Product Launch Location: Vietnam
Packaging Contents: Stationery, Construction, Interior, Furniture, Uniform
Packaging Substrate / Materials: Paper, Plastic, Cardboard, Fabric
Printing Process: Foil Stamping, Screen Printing, Offset Printing, Embroidery

Ruco International Clinic is pioneering in non-invasive dermatological treatments, non surgical cosmetic procedures and skin care procedures also developed as a professional spa where women can luxuriate in. The rebranding project speaks with one voice representing customers’ flawlessness and femininity as well as Ruco’s attentive services.

We created “The Femina”, an infinite looping visualisation inspired from the previous logo, to leverage feminine sustainable details and embrace softness throughout brand system.

We used the Femina to construct 4 graphical motifs for perfection, flexibility, sustainability and femininity. These motifs seamlessly run across printed and online applications, expressing brand characteristics and balancing layouts.

Typographical form from the logotype addressed on Ruco’s iconography system, sculpturing the beauty essence literally ready for applications.

Along with the Femina motifs and simple typographic expression, the brand delivered a sense of informational immediacy, dividing content in the arrangement, orientation and typesetting of Helvetica Neue.

What’s Unique?
All of the uniforms are perfectly designed to achieve that professional voguish look for the staffs, every piece is custom-fitted to enhance each staff’s body form. Subtle elements that refers to the brand is also input, like the twisted belt of the consultant’s pantsuit or the front fold on the beauty technician’s bodysuit.