WIN Store System: First Retail Rollout of Masan's New Identity

Concept and art direction, with the Creative Manager, for the first store system carrying Masan's new retail identity.

Objective

Launch Masan's new retail format so customers can read many unrelated services under one roof

Result

The first store system to roll out Masan's new retail identity

Role

Concept Development & Art Direction

Responsibilities

Concept development · Art direction · Identity rollout · Retail & campaign execution · Hands-on execution

Team

In partnership with the Creative Manager

WIN marked Masan's introduction of a new retail format, evolving from the WinMart+ ecosystem into a broader, lifestyle-led store experience.

In partnership with the Creative Manager, I shaped the launch expression of the newly introduced WIN identity for Ho Chi Minh City. My scope spanned concept development, art direction and hands-on execution, translating the brand principles into a customer-facing system across store graphics, catalogues, flyers, digital assets and social communications.

The work focused on defining how a new identity should operate in market—not redesigning the identity itself, but establishing a consistent application language across formats, scales, materials and physical-digital touchpoints.

The system launched across 27 stores in Hanoi and Ho Chi Minh City before expanding to 102 stores in Q4 2022, carrying the identity from its foundational guidelines into a scalable retail and campaign system.