Amidst the crystal clear sea of Quang Ngai province, Ly Son Island shines like a precious gem shaped by millions of years of volcanic activity. This land captivates visitors with its pristine landscape and the timeless stories of culture, people, and the way they preserve their homeland’s heritage.
In recent years, community based tourism has become a key direction for Ly Son’s development. On the journey toward sustainability, the model “Ky Bi Dao Nui Lua Ly Son” was created as an effort to connect nature, culture, and the daily life of local residents. The project presents a thoughtful and authentic approach to tourism, one that honors the island’s identity while creating meaningful experiences for travelers.
The brand identity was developed by M&M Communications under the MLifeOn initiative.
Understanding that every community based tourism model needs its own distinctive identity, M&M Communications took on the role of designing the brand identity for “Ky Bi Dao Nui Lua Ly Son”. The visual identity captures the spirit of the island, where majestic nature blends harmoniously with the simplicity of local life.
The logo draws inspiration from two of Ly Son’s most iconic symbols: Ly Son garlic and the ancient volcanoes. The image of a small white garlic bulb nestled within soft, flowing curves of ocean waves evokes the island’s reputation as the “kingdom of garlic,” where locals cultivate crops on layers of red basalt soil and white coral sand. Alongside it is the image of a magnificent volcano, its rocky slopes layered over centuries, once roaring with molten lava. Beneath lies the gentle embrace of ocean waves surrounding the island, symbolizing the deep affection of Ly Son’s people for every inch of their land and sea. Together, these elements create “Ky Bi Dao Nui Lua Ly Son”, a brand that carries both mystery and poetic beauty.
Building upon this brand identity, M&M developed a range of familiar lifestyle items such as tumblers, hats, and T-shirts, bringing the image of Ly Son closer to the public in a natural and relatable way. Through these creations, the message of the community based tourism model “Ky Bi Dao Nui Lua Ly Son”, is delivered more vividly, helping share the island’s charm with a wider audience.
Developing the Community Based Tourism Model “Ky Bi Dao Nui Lua Ly Son”
The model “Ky Bi Dao Nui Lua Ly Son” was carried out through the collaboration between M&M Communications, M&M Production House, the Department of Culture, Sports and Tourism of Quang Ngai Province and the Saemaul Undong Center for Rural Development - University of Social Sciences and Humanities, Vietnam National University, Ho Chi Minh City.
The project aims to attract more tourists, improve local livelihoods, and introduce to the world the image of Ly Son Island, a pristine land full of vitality and cultural richness.
Ly Son is not only blessed with magnificent natural landscapes but also carries within it a peaceful rhythm of life and distinctive cultural values. Every journey to Ly Son Island is more than a trip to admire the scenery or explore nature, it is an opportunity for travelers to listen to the everyday stories of the islanders and feel their deep affection for the sea and their homeland.
In shaping the identity of the community based tourism model “Ky Bi Dao Nui Lua Ly Son”, M&M Communications established the project’s mission and core values with a focus on people and culture. The goal is to develop community based tourism in a sustainable direction, creating a meaningful connection between nature and local life, where visitors can truly experience the pristine beauty of the island and the heartfelt hospitality of the Ly Son people.
Throughout this journey, M&M Communications places great emphasis on creating unique value in every experience, contributing to the growth of Vietnam’s tourism. The spirit of respecting nature, preserving cultural heritage, and encouraging creativity serves as the guiding principle behind every activity. These values make the “Ky Bi Dao Nui Lua Ly Son” model more than just an economic development project but a lasting commitment to culture, people, and the future of Ly Son Island.
Development Significance
The community based tourism model “Ky Bi Dao Nui Lua Ly Son” aims to promote sustainable economic growth while spreading love and pride for the homeland among local residents. A journey to Ly Son, therefore, is not merely a trip but an opportunity for travelers to listen, to feel, and to take part in preserving the island’s pristine values at the frontier of the nation.
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