Bringing Tử Vi to Gen Z.
Redefining how people discover Vietnam - through trust, community, and curated authenticity.
Overview
HOROS is on a mission to reintroduce Vietnamese astrology (Tử Vi) to a new generation in a way that feels relevant, respectful, and empowering. They see Tử Vi not just as tradition, but as a tool for self-discovery and personal growth.
To bring this vision into the digital age, HOROS teamed up with CDA to shape a brand that speaks to Gen Z-visually, emotionally, and culturally. The result is a modern identity that stays rooted in heritage while connecting with today’s youth.
OPPORTUNITY
Our challenge was making Tử Vi - a complex, layered system of Eastern astrology - feel approachable and engaging for Gen Z. Our strategy was to bridge mysticism and modernity - honoring the emotional depth of astrology while grounding it in scientific credibility. By drawing on Vietnamese calligraphy and folk art, we anchored the brand deeply in cultural heritage, yet crafted a fresh, clear visual and narrative language.
LOGO DESIGN
By playing with the spatial arrangement and positioning of each element, it reflects the diverse beauty and core mission of celebrating Vietnam's visual splendor. The 'A' is stylized with a blink symbol, and the dot in 'O' cleverly represents a camera's flash, emphasizing the photographic activity central to the contest. This creative approach highlights the spontaneity and excitement of capturing fleeting moments through photography.
Graphic System
Horos’ visual motif blends Vietnamese folk art with bold modern lines and Eastern-inspired patterns, creating a look that feels both culturally grounded and contemporary. The zodiac animal illustrations, rooted in Vietnamese heritage, serve as visual anchors across platforms, helping Horos define a distinct identity that carries the depth of tradition while remaining relevant in today’s context.
WEBSITE
While rooted in traditional culture, Horos’ website brings a fresh, modern, and dynamic feel familiar to Gen Z. At its core is a custom-built system that generates individualized Tử Vi reports based on each user’s birth data, turning complex charts into personalized, meaningful messages. Everything turns horoscope traditions into a digital experience that feels accessible and relevant, helping users better understand themselves and navigate what’s ahead.
BRAND IDENTITY
Collective Design Agency
PRODUCER
Minh Nguyen
CREATIVE DIRECTOR
An Bui
DESIGNER
Tram Nguyen, Hien Do
and others who have contributed to this project
