Hatyai Village
- Client
- Hatyai Village
- Scope
- Brand Strategy · Brand Identity · Mascot Design · Illustration
- Year
- 2024
Main Street, Downtown, Old Town and Food Villa: the four zones of Hatyai Village already read like a small town, and the identity takes that literally. The community mall in Hat Yai is positioned as a lifestyle destination for Thailand's lower South, and Verywhere developed its brand strategy, visual identity and a family of zone mascots. One friendly wordmark and a light blue and orange palette hold everything together, while each zone receives its own shape, colour set and character, so every piece of communication signals its zone at a glance.
The identity is built from four soft graphic shapes, one per zone, that behave like building blocks rather than decoration. They crop photography, carry announcements, tile into patterns and, scaled up with a face and boots, become the zone mascots. This gives the system a single logic from signage to social media: the shape tells you the zone, the palette tells you the mood. Main Street runs pink and red, Downtown light blue and cream, Old Town deep navy and green, Food Villa yellow and orange, and every zone palette carries the brand orange as a link back to the master identity. A rounded wordmark with a small figure caught in the Y, Poppins paired with IBM Plex Sans Thai, and the recurring tag #Hatyai Happiness set a tone that stays cheerful without becoming childish.
Application templates do the practical work of a mall brand. A cloud pattern frame holds tenant advertising so partner campaigns sit inside the Hatyai Village world instead of competing with it, information layouts keep openings and closures consistent across zones, and picture frames in each zone's shape turn ordinary photography into branded content. The mascots are resolved as front, side and back turnarounds with exact colour references, so each character holds together from any angle.