Ngoc Tram Pharmacy: A Neighborhood Health and Essentials Brand
Brand Identity
Ngoc Tram Pharmacy is a rebrand for a family-run Vietnamese neighborhood pharmacy founded in 2005. The project reimagines the store as a clearer, warmer, and more cohesive health identity while preserving the trust and familiarity built over time. Vietnamese remains the primary language for local customers, while English touchpoints help tourists and non-Vietnamese speakers navigate products and services more easily.
The Process
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The Process ❋
Ngoc Tram Pharmacy operates as both a pharmacy and a small daily essentials store, where customers move between medicine, supplements, personal care, and household items in one compact retail space. The existing identity felt visually inconsistent and did not fully reflect the care, trust, and long-term customer relationships behind the store.
Final Results
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Final Results ❋
Sàigòn Slab closes the distance between archive and present-day practice. It takes visual cues from a specific moment in Vietnamese print culture and reworks them into a typeface that feels usable now, without losing the character of its source. What began as a close reading of old song covers became a study of memory, form, and translation across time. The final typeface carries traces of that history in its weight, rhythm, and details, while opening up new space for Vietnamese lettering to be seen, used, and continued in contemporary design.
Art directed by and special thanks to Dermot Mac Cormack
@ Tyler School of Art and Architecture, Temple University