Cai Luong predominated as the primary form of entertainment in southern Vietnam during the majority of the 20th century. Cai Luong conveys historical tales, myths, comedies, social events, as well as personal experiences through music, drama, and acting. Cai Luong is a distinctive cultural form that, in the words of artist Nam Chau, is “true and beautiful”.

But, the public today has access to far too many forms of entertainment, which makes reformation more challenging. The Cai Luong artists now wishes to produce more contemporary pieces that would draw younger audiences to the Cai Luong stage.

The goal of this project is to dispel outdated notions that Cai Luong is “cheesy and dull”. With the right amount of effort, beginning with brand identity design, a Cai Luong theater as a brand may be transformed to be modern, sleek, contemporary, and appealing enough to attract younger audiences.

*Top Graphic Design Project Featured on Arena Vietnam*