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S'Mores
Saigon Caffè
Team
Creative Director: Tin Lai
Designer Director: Buun Ngo
Account & Tagline: Lam Hoang
Type Designer: Hieu Le, Mikeyokei
Graphic Designer: Hieu Le, Mikeyokei
Photography & Videography: Khunbleu, Jeni Khanh Pham
Team
Design: Trang Tran
Creative Direction: Tin Lai
Photography: Trang Tran
Animation: Dinh Kien
Team
Design: Trang Tran
Creative Direction: Tin Lai
Photography: Trang Tran
Animation: Dinh Kien
Year
2023
Sector
Coffee Shop
Scope
Brand Identity
Packaging
Art Direction
Illustration
Type Design
Scope
reBranding
Type Design
Scope
reBranding
Type Design
Saigon is a huge sound collection, where the hustle and bustle is condensed, from the vibrant rhythm of traditional markets to the murmurs of construction sites and modern infrastructure development projects. This multidimensional blend creates an authentic portrait of a city constantly moving forward.
Saigon is a huge sound collection, where the hustle and bustle is condensed, from the vibrant rhythm of traditional markets to the murmurs of construction sites and modern infrastructure development projects. This multidimensional blend creates an authentic portrait of a city constantly moving forward.
Saigon is a huge sound collection, where the hustle and bustle is condensed, from the vibrant rhythm of traditional markets to the murmurs of construction sites and modern infrastructure development projects. This multidimensional blend creates an authentic portrait of a city constantly moving forward.
With the guiding principle S is Some – Saigon – Sound, the S'mores project is undergoing brand re-identification to capture a part of Saigon's culture through the sense of hearing. Culture is incomplete without sound: from the morning rhythm of life - the sound of exercising, traffic jams, typing in offices - to the sounds of rush hour and the nighttime calls of countless people rushing to make a living. All of these clearly depict the spirit of Saigon - a sleepless city. S'mores Saigon Caffè aims to be a place that fully recreates the pure dynamism of the city in the morning and the relentless vibrancy when night falls.
With the guiding principle S is Some – Saigon – Sound, the S'mores project is undergoing brand re-identification to capture a part of Saigon's culture through the sense of hearing. Culture is incomplete without sound: from the morning rhythm of life - the sound of exercising, traffic jams, typing in offices - to the sounds of rush hour and the nighttime calls of countless people rushing to make a living. All of these clearly depict the spirit of Saigon - a sleepless city. S'mores Saigon Caffè aims to be a place that fully recreates the pure dynamism of the city in the morning and the relentless vibrancy when night falls.
With the guiding principle S is Some – Saigon – Sound, the S'mores project is undergoing brand re-identification to capture a part of Saigon's culture through the sense of hearing. Culture is incomplete without sound: from the morning rhythm of life - the sound of exercising, traffic jams, typing in offices - to the sounds of rush hour and the nighttime calls of countless people rushing to make a living. All of these clearly depict the spirit of Saigon - a sleepless city. S'mores Saigon Caffè aims to be a place that fully recreates the pure dynamism of the city in the morning and the relentless vibrancy when night falls.
With the guiding principle S is Some – Saigon – Sound, the S'mores project is undergoing brand re-identification to capture a part of Saigon's culture through the sense of hearing. Culture is incomplete without sound: from the morning rhythm of life - the sound of exercising, traffic jams, typing in offices - to the sounds of rush hour and the nighttime calls of countless people rushing to make a living. All of these clearly depict the spirit of Saigon - a sleepless city. S'mores Saigon Caffè aims to be a place that fully recreates the pure dynamism of the city in the morning and the relentless vibrancy when night falls.
With the guiding principle S is Some – Saigon – Sound, the S'mores project is undergoing brand re-identification to capture a part of Saigon's culture through the sense of hearing. Culture is incomplete without sound: from the morning rhythm of life - the sound of exercising, traffic jams, typing in offices - to the sounds of rush hour and the nighttime calls of countless people rushing to make a living. All of these clearly depict the spirit of Saigon - a sleepless city. S'mores Saigon Caffè aims to be a place that fully recreates the pure dynamism of the city in the morning and the relentless vibrancy when night falls.
With the guiding principle S is Some – Saigon – Sound, the S'mores project is undergoing brand re-identification to capture a part of Saigon's culture through the sense of hearing. Culture is incomplete without sound: from the morning rhythm of life - the sound of exercising, traffic jams, typing in offices - to the sounds of rush hour and the nighttime calls of countless people rushing to make a living. All of these clearly depict the spirit of Saigon - a sleepless city. S'mores Saigon Caffè aims to be a place that fully recreates the pure dynamism of the city in the morning and the relentless vibrancy when night falls.
For all official stationery, we assert brand presence through the exclusive use of our primary colors, guaranteeing consistency and impact in formal communications. For other brand touchpoints, we pull back to celebrate the unadorned beauty of the materials themselves—the warmth of ceramic, the rustic appeal of kraft paper, the modernity of transparent plastic. The resulting contrast is a dynamic identity that feels both meticulously crafted and effortlessly genuine.
For all official stationery, we assert brand presence through the exclusive use of our primary colors, guaranteeing consistency and impact in formal communications. For other brand touchpoints, we pull back to celebrate the unadorned beauty of the materials themselves—the warmth of ceramic, the rustic appeal of kraft paper, the modernity of transparent plastic. The resulting contrast is a dynamic identity that feels both meticulously crafted and effortlessly genuine.
For all official stationery, we assert brand presence through the exclusive use of our primary colors, guaranteeing consistency and impact in formal communications. For other brand touchpoints, we pull back to celebrate the unadorned beauty of the materials themselves—the warmth of ceramic, the rustic appeal of kraft paper, the modernity of transparent plastic. The resulting contrast is a dynamic identity that feels both meticulously crafted and effortlessly genuine.
For all official stationery, we assert brand presence through the exclusive use of our primary colors, guaranteeing consistency and impact in formal communications. For other brand touchpoints, we pull back to celebrate the unadorned beauty of the materials themselves—the warmth of ceramic, the rustic appeal of kraft paper, the modernity of transparent plastic. The resulting contrast is a dynamic identity that feels both meticulously crafted and effortlessly genuine.
For all official stationery, we assert brand presence through the exclusive use of our primary colors, guaranteeing consistency and impact in formal communications. For other brand touchpoints, we pull back to celebrate the unadorned beauty of the materials themselves—the warmth of ceramic, the rustic appeal of kraft paper, the modernity of transparent plastic. The resulting contrast is a dynamic identity that feels both meticulously crafted and effortlessly genuine.
For all official stationery, we assert brand presence through the exclusive use of our primary colors, guaranteeing consistency and impact in formal communications. For other brand touchpoints, we pull back to celebrate the unadorned beauty of the materials themselves—the warmth of ceramic, the rustic appeal of kraft paper, the modernity of transparent plastic. The resulting contrast is a dynamic identity that feels both meticulously crafted and effortlessly genuine.
S'mores acts as a unique entity that transforms based on its location. We always aim to understand and interact with the neighborhood, so each branch feels like it naturally belongs and has been there forever, it’s harmonious! Key to our look is the use of various shades of green from different plants, which brings a fresh, nature-inspired feel, helping to soften the city's noise and heat.
S'mores acts as a unique entity that transforms based on its location. We always aim to understand and interact with the neighborhood, so each branch feels like it naturally belongs and has been there forever, it’s harmonious! Key to our look is the use of various shades of green from different plants, which brings a fresh, nature-inspired feel, helping to soften the city's noise and heat.
S'mores acts as a unique entity that transforms based on its location. We always aim to understand and interact with the neighborhood, so each branch feels like it naturally belongs and has been there forever, it’s harmonious! Key to our look is the use of various shades of green from different plants, which brings a fresh, nature-inspired feel, helping to soften the city's noise and heat.
The Phan Ton branch will always be remembered as more than just our first spot; it was a vibrant, living entity where the unique atmosphere was defined by the clear, lively sounds of the city's pulse (the buzz of traffic, the distant horns). This wasn't noise to be silenced, but the very breath of Saigon itself. Though the physical space is gone, its impact remains. Phan Ton successfully fulfilled its role: it set the initial tone and laid the strong foundation for S'mores to grow into what it is today! The illustrations showcase the brand's dynamic energy by blending a vibrant plant system with most recognizable spots at each S'mores location, also showing off those great moments within our customers and our staffs.
The Phan Ton branch will always be remembered as more than just our first spot; it was a vibrant, living entity where the unique atmosphere was defined by the clear, lively sounds of the city's pulse (the buzz of traffic, the distant horns). This wasn't noise to be silenced, but the very breath of Saigon itself. Though the physical space is gone, its impact remains. Phan Ton successfully fulfilled its role: it set the initial tone and laid the strong foundation for S'mores to grow into what it is today! The illustrations showcase the brand's dynamic energy by blending a vibrant plant system with most recognizable spots at each S'mores location, also showing off those great moments within our customers and our staffs.
The Phan Ton branch will always be remembered as more than just our first spot; it was a vibrant, living entity where the unique atmosphere was defined by the clear, lively sounds of the city's pulse (the buzz of traffic, the distant horns). This wasn't noise to be silenced, but the very breath of Saigon itself. Though the physical space is gone, its impact remains. Phan Ton successfully fulfilled its role: it set the initial tone and laid the strong foundation for S'mores to grow into what it is today! The illustrations showcase the brand's dynamic energy by blending a vibrant plant system with most recognizable spots at each S'mores location, also showing off those great moments within our customers and our staffs.
Visit
435 Phan Xich Long,
Ward 4, Phu Nhuan Dist.,
Ho Chi Minh City
© ChoChoi
Established 2020
Visit
435 Phan Xich Long,
Ward 4, Phu Nhuan Dist.,
Ho Chi Minh City
© ChoChoi
Established 2020
Visit
435 Phan Xich Long,
Ward 4, Phu Nhuan Dist.,
Ho Chi Minh City
© ChoChoi
Established 2020