Established in early 2015, Up to Seconds has already became top five fashion retailers in Vietnam for the young generation. UTS is famous for their comfortable fabric and flexible in all shapes and forms. Also the brand presents itself as monochrome and minimal, albeit with the essential pastel pink color./u00a0Working closely with both commercial and creative departments, the branding design as well as the store interior was focused with the intention of elevating the value/u2013based chain into an upscale, yet accessible beauty destination/u2014focusing on expertise and a young, sophisticated, modern Vietnamese beauty sensibility./u00a0The space inside every store is designed with an aesthetic that closely resembles the design of the brand/u00a0itself. Monochromatic, white walls, ceiling and defined by a simple layout to let the fashion collections and products come to the fore./u00a0The white, minimal interior is backed up by a touch of pastel pink and clean geometric typography on all the brand applications, wall tags, clothing tags and labels. This overall look presents an understated, yet sophisticated take on modern Vietnamese beauty.