THE BEAUTY OF VIETNAMESE LANGUAGE
NGUYEN BA COFFEE 2021 - BRAND STORY
“Đằm đằm” for smooth ? “Đăm đắm” for infatuating? “Đầm đậm” for bold? Put on your helmet and invade Hà Nội Street with us to taste the beans from Nguyễn Bá Coffee.
ABOUT
Inspired by the culture of "Kẻ Chợ" Thăng Long - Hà Nội, humble yet exquisite, we traced back to the old signs of the city and explore ideas for Nguyễn Bá Coffee's new identity, in order to attract a younger generation of consumers.
Step 1: Stylize the Vietnamese version of the Futura font, a widely-used font
in Hanoi during the last century.
Step 2: Combine different font types on the same design, making diverse elements turn into harmony.
Step 3: Play with words with 3 typical red, blue, and yellow colors of Ha Thanh land.
SCOPE OF WORK
Creative Direction
Product Story
Product Name
CREDITS
Amazink Team
REFERENCES
Website
STORY
One of our team members originally comes from Hanoi. Of course, as a Hanoian, he wakes up early every morning to have a cup of coffee at-where-he-knows. Nguyen Ba owner has talked with him about the way they make coffee and how they treasure the customers every day. They offer a spacious place for hangout and chitchat but now they need to expand the business. How to inherit from an old brand personality but create a new spirit for young audiences?
We choose 3 typical colors for Hanoi's nature: red, yellow, and blue then borrow the beauty in Vietnamese reduplicated words. We play with /DAM/ to describe 3 different coffee lines of Nguyen Ba
ĐẦM ĐẬM - strong
ĐĂM ĐẮM - medium
ĐẰM ĐẰM - light
Word playing never fails in Vietnamese everyday language even for young or old audiences.
WORK ARCHIVE
The proposals are confidential,
please reach me for further information.