the background
This is a very fun design project. Through our research and efforts in fields such as research, graphic design, illustration, and interior design direction, everything is geared towards achieving the ultimate goal: bringing the purest Viet Cafe culture to Toronto.
If you have ever traveled to East Asia, you will surely know a well-known fact that top-notch delicacies are often not found in the fancy decorated upscale restaurants, but in the simple and unadorned street shops or roadside stalls. This is especially true in Vietnam. Vietnamese people love to sit on plastic stools on the roadside with friends or family and enjoy a cup of Viet coffee while chatting and socializing. Different from the love of tea in other East Asian cultures, Vietnamese people prefer coffee. Since the French brought coffee to this land in the 19th century, people have been amazed at the excellent quality of coffee produced here in Vietnam's climate and environment. In Vietnam, almost everyone is a coffee connoisseur, and everyone has their favorite cafe. After a century of cultural fusion, Vietnam has gradually nurtured a unique street coffee culture.
* The images used in the mood board are sourced from internet search results related to the terms used, and are used only for visual direction and reference, and not original for commercial purposes.
the idea
We have locked in a key visual element, which is this ubiquitous plastic stool. In the local culture, it is not only a stool but also a table and a tray. It is a fusion object that carries many memories of Vietnamese people's growth and nostalgia for their hometown. We have extracted and optimized this graphic to give it more meaning. We are trying to create a restaurant brand that serves as a "coffee by day, wine by night" dining, resting, and socializing space for guests. In terms of visuals, we are striving to reflect the fusion of retro texture and modern aesthetics in Vietnamese street culture. Based on the visual appearance of the small stool and these concepts, and combined with visual elements such as Vietnamese phonetic symbols, this logo was born.
Viet coffee is very unique. It blends East Asian culture and tropical flavours while also possess the same high quality as other famous coffee-producing regions. We sincerely hope that Vietnamese friends can feel a sense of home when they see this restaurant. At the same time, we also hope that friends who have never experienced Viet coffee and culture can become interested in it. We hope you like our work and fall in love with Viet coffee.
Designed and illustrated by Astro Circo Studio
THANKS FOR
WATCHING!
Check out more of our fun stuffs
