Brand Identity for the Rampant Club
M — N Associates created a visual identity for The Rampant Club, a referral-only whisky members’ society in Ho Chi Minh City. The system reinterprets Scottish heraldry, whisky-glass diamond cuts, and Highland references through a contemporary Vietnamese lens, spanning custom type, illustration, digital experiences, and club applications.
Insights
- The crest rewards slow looking, which is the point: it keeps the outstretched stance of the Lion Rampant from Scotland's Royal Banner, but the mane echoes the form of the Great Highland bagpipes, and the ornamental tail and triangular details are adapted from the original Duncan Taylor whisky mark — a quiet link between the club and the house it was born from. The case says the mark is best appreciated slowly, like a glass of whisky, so its layers reveal themselves.
- The wordmark carries its own signature: the A has its conventional crossbar replaced by a diamond, abstracted from the wheel-cut facets of a classic whisky glass, and that same diamond pattern anchors the wider identity. There are three wordmarks in play — a Gothic-inspired primary whose tightened spacing is meant to evoke the club's discreet private entrance, the abbreviated T.R.C., and a handwritten version for warmer, social moments.
- MN Rampant Sans, drawn by the studio's own type division, takes its anatomy from the lion itself — the curved sweep of the tail, the rounded ends of the limbs, the defining shapes of the body — so the club still sounds like itself in copy where the lion never appears. Its last move is full support for Vietnamese diacritics, giving the old soul of Scottish whisky a nuance shaped by Vietnam.
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