01. the oom lab — nhi(ng)uyen

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Nhi Uyen, or Nhi, is a Vietnamese designer driven by a dedication to uncovering what lies beneath every design. Her work in brand identity and storytelling balances the authentic and the abstract, the poetic and the intentional.

nhiuyenguyen@gmail.com
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01.

The Oom Lab

Scope: Full branding design, art direction
Date: 2025

The Oom Lab is an interior laboratory founded with the vision of producing products that create connections in space. This branding project involves developing a visual identity that reflects its very concept of ‘ôm’ or ‘indirect hugs’, a form of connection through presence and caring gestures other than the usual physical contact.

01.1 Logo

The Oom logo places “OOM” within parentheses to embody the act of holding with the visual reference to the word “ôm” (hug). The very structure reflects the brand’s core values of holding space and connection through the clean, monospaced typeface Nudica Mono.

01.2 Color palette

The palette is built from materials found in many Vietnamese households: clay brick, woven rattan, aged wood, natural fabric. These colors reflect surfaces that are used daily and shaped by time. They were selected for their material clarity and cultural familiarity, giving the brand a tone that feels steady, warm, and grounded in real spaces.

01.3 Typography

01.4 Social media

The layout balances tactile imagery, spatial studies, and typographic clarity to introduce the brand’s voice and visual system. Each post functions as a modular unit, part of a larger narrative that communicates design process, material choices, and philosophy.

01.5 Website design

The goal was to create a website that could communicate The Oom’s abstract design philosophy while remaining functional, clear, and product-oriented. To do so, I structured the site around a modular index system that reflects The Oom’s serialized object naming and iterative design approach. Each product page offers both technical clarity (specs, materials, images) and conceptual space (naming, form logic, variations), allowing the user to engage on multiple levels.

01.6 Printed matter

(In progress)