Hoàng Phúc International (HPI)

Hoàng Phúc International began in the 1990s and grew into one of Vietnam’s most popular fashion retailers through the 2010s. At its peak, a dense network of stores marked the streetscape, instantly recognisable by its brick walls and the brands behind them: Dr. Martens became a defining symbol for a generation of young wearers, while Kappa carried the visual codes of Italian football into everyday fashion. As an exclusive distributor of international labels, Hoàng Phúc International occupied a distinctive space between global fashion and local accessibility, bringing sought-after brands to Vietnamese consumers at a more approachable price.

A decade of market integration changed the landscape. As international brands entered Vietnam and global e-commerce made cross-border shopping easier, Hoàng Phúc gradually shifted from physical retail to a more digital-led model. In 2026, they took a more drastic action, leaving behind its iconic brick wall and rebuilding its identity around a new promise: “Your Style. Better Price.” The ambition is to make personal style more accessible to a new generation, without making it less expressive.

To make this promise tangible, we looked beyond the conventional symbols of fashion and towards something far more ordinary: the receipt. Often overlooked and quickly discarded, it is one of the most direct and transparent objects in retail, recording exactly what was purchased and what was paid. For HPI, this simplicity became a powerful expression of its new positioning: rather than hiding price behind brand desirability, we chose to put it at the centre of the visual language.

This thinking extends into MD Thermochrome by Mass-Driver, a variable typeface inspired by thermal receipts: the rhythm of dithered dots, the utilitarian nature of monospaced type and the texture of low-resolution printing. Its technical constraints become part of its character, turning letters, numbers and prices into graphic elements that can shift, stretch and compose across different applications. Beyond expressing the idea of price transparency, its distinctive, digital-native character also gives HPI a younger and more contemporary presence, helping the brand reconnect with fashion culture and feel more at home across today’s digital environments.

Price becomes visible, legible and unapologetic, placing accessibility at the heart of HPI’s new visual language, turning its “Better Price” proposition into something customers can immediately see and understand.