The goal of this project is to brand Luang Prabang as a tourist destination to rejuvenate the soul whilst immersing yourself in the natural beauty of Laos and its rich Buddhist culture. Luang Prabang is an ancient UNESCO World Heritage Site nestled between the Mekong and Nam Khan Rivers. Home to over 1000 monks, this makes Luang Prabang the spiritual soul and tourist centre of Laos. The logo has been designed to represent reflection, connected with the spiritual Buddhist beliefs and reflecting on the journey through this beautiful city. The reflected shapes are inspired by the statues of Buddha located on Mount Phou Si, with patterning elements inside representative of the strong weaving culture of the women in the region. The primary logo uses a contrasting colour palette of orange and blue representing the robes of the monks and river waters. Secondary logos take the centre patterning element from tourist and spiritual sites in Luang Prabang. These elements are then repeated in the icons developed for a way-finding system throughout the city and surrounding areas.