CHUS Launches a Fresh New Brand Color Identity

Lately, if you've noticed something "different" about CHUS, you're right! CHUS has just officially changed its brand color identity as a way to refresh its image, making it softer and more modern, while still fully maintaining the handcrafted, local spirit that CHUS has always pursued.

This change isn't just about aesthetics. It's a small but significant step – for CHUS to accompany you in a more polished and professional way, from the visual image to the emotions that customers receive. And as always, CHUS still hopes to continue spreading value with you in an increasingly 'stylish' way.

CHUS brand refresh: new colors, modern look, keeping handcrafted spirit, more professional.

1. The Story Behind CHUS's Change

This color change isn't just about "refreshing for aesthetics." CHUS wants its brand image to accurately reflect the spirit we're aiming for in this phase – more dynamic, more mature, and closer to our customers.

After nearly four years of accompanying the community of artisans, we understand that CHUS is not just an e-commerce platform, but also a bridge between your story and the gift recipient. Therefore, this visual makeover is our way of more clearly expressing that spirit – through color palettes that can "speak to what CHUS wants to convey," right from the first glance.

CHUS color change: more dynamic, mature, closer to customers, connecting handcrafted stories.

2. A Look at the New Color Identity and Their Meanings

CHUS's colors express the brand's identity and spirit through every design detail.

The new CHUS brand identity color palette.

2.1. Brands Colors

Occupying a full 60% of the visual space, acting like a continuous red thread, connecting every experience, and helping you recognize CHUS amidst countless others.

These colors are primarily used in the logo, prominent design elements, and important brand visuals, aiming to create a strong and easily recognizable impression from the very first interaction.

For CHUS, choosing colors is both an aesthetic equation and a journey to evoke emotions. CHUS wants each color to become a memory, an invisible link, so that no matter where you are, you can still feel the spirit, the story, and the passion that CHUS carries. That's how CHUS creates a unique mark, a source of inspiration spreading within the community.

Main brand colors

2.2. Background and Neutral Colors

Black, white, and neutral shades hold about 20-30% of CHUS's design space. Don't think they're dull, because this very "stepping back" is the secret to creating perfect balance. They act as a solid foundation, helping your eyes easily read and fully appreciate the beauty of the primary colors without being overwhelmed or visually cluttered.

Imagine elegant light gray tones, pure white hues, or deep, calming dark colors. They bring a modern breath, a clean and sophisticated feeling spreading through every detail. Besides creating a harmonious visual space, these "silent heroes" cleverly highlight the primary and secondary colors, helping them shine even brighter and providing a truly comfortable viewing experience.

Background and neutral colors

2.3. Pop of Colors

Pop of colors are the special "sparks of light" in CHUS's design. They are used skillfully and occupy about 10% of the design space to draw attention to the most important points, such as call-to-action (CTA) buttons, highlighted features, or any information CHUS wants you to notice immediately.

These colors help create visual highlights and increase contrast in the design without overshadowing the main brand colors.

When used appropriately, accent colors contribute to making the design more vibrant, engaging, and guiding viewers to the content that needs attention.

Pop of colors create visual accents, increasing design contrast.

2.4. Expressive Colors

Expressive colors are the "spice" that helps CHUS's design become more vibrant and emotional. These are color palettes used flexibly to highlight elements that need emphasis, while also creating a fresh feel for each campaign – whether it's a seasonal collection, a festive campaign, or a special message.

Although they change depending on the context, expressive colors are still selected to align with the overall direction of the brand, maintaining consistency in the visual experience.

Thanks to this flexibility, expressive colors can be updated regularly, helping the brand constantly refresh itself – while still retaining CHUS's unique character and emotional connection.

Expressive colors are the "spice" that makes CHUS's designs vibrant and emotional.

3. Why Is Using The Purple?

Purple is not a random choice. For CHUS, purple is a combination of the depth of Vietnamese culture and the modern spirit we are aiming for.

Since ancient times, purple has appeared in Vietnamese life and culture as a symbol of gentleness, tranquility, and sometimes nostalgia. But in the present, purple is taking on a new meaning – a unique representation of modern Vietnam, where the spirit of creativity, distinctiveness, and sophistication is increasingly prominent.

Pop colors create visual accents, increasing design contrast.

On a broader scale, in global design and branding, purple is seen as the color of innovation and progressive thinking. Vietnam is undergoing strong transformations in technology, art, and sustainable development – and purple reflects that very spirit. This is also the direction CHUS is pursuing: innovating while still maintaining Vietnamese identity.

Finally, purple also represents youthful, fresh, and self-expressive energy. The younger generation in Vietnam is increasingly using purple as a way to express their personality, individuality, and confidence – something that CHUS believes is also present in every product and every story that you – our sellers – are spreading with CHUS every day.

Wrap it up

This color change is not just a step to refresh our image, but also a way for CHUS to more clearly define the path we are taking – younger, more modern, and closer to the community.

Each color in the identity system carries its own role, together creating a consistent yet constantly evolving identity. We hope that with this new look, CHUS will continue to partner with our collaborators and sellers in a professional, sustainable, and always inspiring way.

Each color is a new message. Let's explore the brand's color identity, which is both modern and distinctly CHUS, in the journey ahead.

CHUS: Connecting Quality Local Brands