Passii
Passii is now a digital platform for women to sell and way to consume fashion and rebuild her wardrobe with just one click away.
About the project
Passii was founded by Ms. Thư, whose lifelong passion for fashion grew alongside deep reflections on the ethical boundaries of the industry. Consequently, her dedication to curation manifests in a rigorous and meticulous selection process, ensuring that only high-quality pieces reach their next owners.
After a period of operation, the brand approached us to undergo a comprehensive rebranding journey with a new name: Passii—a playful nod to the popular Vietnamese phrase “pass đồ si đi!” (Let’s pass on second-hand clothes!), a familiar phrase within the local thrift and second-hand fashion community.
Passii was born as a powerful and visionary voice for a better fashion ecosystem. Therefore, this voice needs to carry weight and command attention, driven by a bold, distinct, and vibrant personality. Passii chooses to communicate with its audience as fellow enthusiasts, embracing the idea that humans, after all, are beautifully imperfect.
- Passii is a Sustainable Fashion Community
- Passii is a Smart & Modern Solution
- Passii is personable, conscientious & beautifully imperfect
We designed Passii’s visual identity with the same confidence that drives its core purpose—a direct reflection of Ms Thư’s personal ethos. The brand identity is confident, youthful, emotive, and dynamic. Grounded in the real-world dynamics of the second-hand market—bustling, diverse, and deeply expressive—the visual system functions as a platform that welcomes and celebrates diversity under the guiding manifesto: “Dress better, Live more, Own enough”.
The Passii logo design is youthful, distinctive, and leaves a memorable mark that signifies the ultimate goal of second-hand fashion: a closed-loop, circular fashion system. The visual identity closely embraces the garments warmly exchanged on the platform; rather than making them look like they belong to a single brand, Passii acts purely as the facilitating canvas. Within this platform, the unique styles, states, and emotional attachments to unexpected, one-of-a-kind finds—inherent to the thrift experience—become a defining brand characteristic.
We took product image cutouts, a staple technique in second-hand e-commerce, and infused them with motion, symbolising how these garments travel from one. This diversity doesn’t stem from brand-new items, but from pieces that carry the value of “contentment” (knowing what is enough). We translated this distinct manifestation into geometric shapes that form an ever-evolving wardrobe—a wardrobe of the future. To capture the thrill of the hunt, the signature “I found it!” emotion is emphasised through brand iconography and emojis. These emojis align seamlessly with the brand’s graphic direction; since thrifting is a distinct subculture within fashion, Passii’s emotional expression needed a unique twist—flatter like geometric shapes, simpler, yet playful, and suited for digitalising this traditionally analog market in Vietnam.
Every visual element was crafted to stay true to Passii’s operational model without losing sight of the brand’s profound emotional resonance and powerful mission. The brand has been incredibly dynamic in spreading a more conscious approach to fashion, and we believe this new visual identity will bring Passii’s vision even closer to the community in the future.
Thank you for being brave, chị Thư ❤️
Brand Identity Strategy, Art Direction by Nu Nguyễn & Huỳnh Minh Thống
Project Manager: Nguyễn Ngọc Trân Châu
Typeface: Tomato Grotesk by The Designers Foundry & Soegui UI Emoji
Images: @Passi_vn
Images: @Passi_vn
