M — N Associates

281 Lê Văn Sỹ, Phường 1, Tân Bình, Thành phố Hồ Chí Minh, Vietnam

Creative Agency: M — N Associates
Project Type: Produced, Commercial Work
Client: 2F Beer Garden
Location: Ho Chi Minh City, Vietnam
Packaging Contents: Beer, Brewery
Packaging Substrate / Materials: Glass, Paper, Cardboard
Printing Process: Digital Printing, Screen Printing

2F | Beer Garden has been an familiar well-known for Saigonese and local expats to hangout and having a glass of Vietnamese traditional draft beer. The beer and food in here is truly delightful. The place is hidden in a little big alley in District 1, in the front yard of a vintage mansion, with everything is well-reserved, the atmosphere was vintage, cosy and friendly, it’s like you could taste Saigon right in your sip. After 2 years, they’re expanding to new location in downtown, and need a stronger system to be recognized and sustainable.

Visual system
It’s all about beer, always casual always fun. The system is strongly created based on the psychology of beer lovers, to be enjoyable, to have fun and to make friends easier.

Since the identity is strong and minimal, we’re giving art direction for a proper system of uniform, from waitress, chef to manager. Developing 2F to classy restaurant standard but not losing its cool and friendliness by the casual style of uniform system

Our concept is based on the origin of the brand, where it has its name, 2F. The name original gave after the address of the place, 2F Nguyễn Thành Ý. And the mansion is truly unique, if visited, you could experience a perfect combination of sustainable architecture with strong and timeless materials to build the house. Random tile pattern was applied repeatedly from the floors, yard to walls. Based on those inspiration, we created an unique stencil logotype for 2F. The identity is recognizable, yet strong and condensed.