The Brand Story Behind Ariyana - Vietnam’s Premier Resort and Conference Services Brand

In 2008, G’Brand (now JK. Advisory) was entrusted with developing a luxury hospitality brand for Sovico Holdings. Having acquired Furama Resort from Lai Sun Development in 2005, the group was now expanding into ultra-premium real estate and wellness. Their next venture: a collection of exclusive villas and a spa adjacent to Furama, with each villa priced at approximately $3 million.

When G’Brand founder Jang Kều (JK) first visited the site, she found nothing but an untouched stretch of sand along My Khe Beach. The raw beauty of the shoreline and the endless ocean horizon stirred poetic inspiration. Standing on the dunes, she envisioned a brand that would feel like a poem written in sand.

Discussed passionately with G’Brand’s Creative Director - her brother Anh Pham - JK developed the core concept: “The Poem on the Sand.” Anh handcrafted the logo using real sand, capturing the fleeting elegance of the shoreline. The creative team then named the brand Ariyana, drawing from the Tibetan word Aryana, meaning “the high and noble land.”

A signature innovation in the brand identity was color-coded service zones:

 • Red for Ariyana Bar

 • Yellow for Ariyana Spa

 • Blue for Ariyana Beach

 • Orange for Ariyana Restaurant

 • Green for Ariyana Garden

This vibrant, intuitive system not only enriched visual storytelling but also made navigation effortless for guests.

Under the vision of Madame Nguyễn Thị Phương Thảo, Chairperson of Sovico Holdings, an international convention center was later built alongside the resort. Today, Ariyana Convention Centre stands as Vietnam’s most iconic venue for global events. This is the venue that hosted the 2017 APEC Summit.

From a blank canvas of sand to a landmark of luxury and legacy - this is the poem that became a brand.

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