ANGELKids
Section: Education
Client: ANGEL Kids preschool system
Location: HCMC

ANGEL Kids is a preschool system in Ho Chi Minh with more than eight years of experience in education for children from 12 months – to 6 years old. With the motto of building a loving learning environment, the mission of ANGEL Kids not only stops at teaching knowledge but aims to raise personality and life values ​​for children in the early stages of life.

The Challenge

Building a brand about education is not simple but requires many factors: training programs, instructors, and school culture. A good brand image will portray all professionalism, development, and education system culture.

ANGEL Kids has a long history of formation. A system of eight schools throughout Ho Chi Minh City has welcomed parents about quality, the reputation of educational activities, and the teaching staff. However, in terms of brand identity, it has not yet created its mark and has not activated brand communication channels in a vibrant market of increasingly competitive preschool education schools.

ANGEL Kids wants to build a professional brand identity with its own identity, consistent with its long-term vision and new development strategy in the next stage.

The first problem starts from the brand name “ANGEL Kids” – a popular name for the preschool education industry. Stopping at positioning “kindergarten” to customers without the “message” elements invisibly makes it difficultly to create uniqueness when communicating a brand.

Our Solution

After researching and analyzing the current status of ANGEL Kids to understand the school’s activities, strengths, and potential for expansion. The profound educational philosophy of the “personality foundation” that the founder and the accompanying team have built for many years. NOW Creative Lab has identified the unique core values ​​of ANGEL Kids, thereby developing the brand name in the form of hidden text to convey the brand’s profound message. This transformation helps clarify the desired meaning of the brand, ANGEL Kids – not simply cute children like angels, but A – N – G – E – L become representatives of 5 Angel Personalities

Appreciative – Angel of gratitude

Nice – Angel of kindness

Gifted – Angel of talent

Experienced – Angel of experience

Loving – Angel of love

Brand Story

For the education sector in general and a preschool brand in particular, having a meaningful brand story that connects with customers and emotionally inspires the community is the most important.

From the idea of ​​5 angel personalities, NOW has created a vivid, concise ANGEL Kids story in introducing the school, expressing its educational philosophy and brand vision.

Logo & Brand Identity

The ANGEL Kids logo (Logo Icon) conveys the brand’s message about the spirit of loving and dedicated teachers accompanying children in all activities at school. Promote connection, nurture, and develop beautiful personality qualities within each child.

ANGEL Kids’ brand color palette includes five meaningful colors representing five personalities

– Blue: The origin of life always begins with gratitude
– Green: Kindness is like giving seeds to grow green and cool the soul
– Yellow: Gifts and talents are always hidden in every person that needs to be opened and training
– Orange: Fresh energy, excitement to explore for more experiences
– Pink: Love always present, love family, friends and little things

Graphic Elements

The graphic color was developed by ​​recalling the image of the two arms of a teacher and student to reiterate the connection message in the ANGEL Kids logo.

When combining the brand color palette and different angles, these graphic elements are easily applied in the brand identity system to create brand consistency, from decorative color in school spaces, stationery, and POSM applications to online communication designs and websites.

Mascot & Deployment Application

A character representing ANGEL Kids has been created by NOW to increase the interactivity and friendliness of a Preschool Brand and help the brand communicate the story and educational activities of the school familiarly and easily to remember students and parents.

Baby ANKI – the name abbreviated from ANGEL Kids, is a happy angel with 5-colored wings. ANKI loves nature and freely explores new things, such as talking and helping people around them. ANKI possesses many diverse talents, including singing, drawing, and the ability to learn many languages ​ quickly.

The brand’s color recognition system combined with ANKI helps optimize ANGEL Kids’ recognition on many platforms while creating communication materials for the brand in a fun and meaningful way.