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Design: Chochoi Creative
Location: Vietnam
Project Type: Produced
Client: Vat Lieu Caffe
Product Launch Location: Vietnam
Packaging Contents: Cold Brew – Coffee
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Printing

With the desire to bring a new drinking coffee experience to not only our friends in Saigon but also friends all over the country, Vat Lieu Caffe was established based on joy and friendliness in 2020.

CONCEPT
“Even if the workers are sometimes straightforward, gruff but they are full of honesty and still serve drinks with cheerfulness and put others happiness first”. Based on the concept of Vietnamese local worker’s style, we provide the coffee brand with a new breath of the familiar yet exotic characteristics into not only visual but also promoting concepts.

MASCOT
Our mascot – a bee wearing sunglasses is the idea of the Vietnamese’s pun: “Ong Thợ” and “Ông Thợ”, which is “worker bee” and “worker”. In Vietnamese, its pronunciation is quietly the same and especially in meaning, they also share common points: strong, hard-working and very thoughtful.

VISUAL & DESIGN
In our designs, the visual, pattern and color palette mainly originate from down-to-earth signal boards, plastic canvas or anything you might find in any construction sites establish the harmony in brand expression which sparks together as a whole when adapted in any marketing or promoting campaigns.

TYPEFACE
Inspired deeply by the local workers we might meet on the street – unpolished yet honest, Antipol is the prominent font choice for Vat Lieu Caffe when every character is exposed with unexpected yet organized curves or length & somehow rough-looking like those workers in town. Consequently, we customize Antipol into VLCF REGULAR with some Vietnamese traits sharing the font’s core differences.

CREATIVE CAMPAIGNS
In order to tighten up the key concept of Vat Lieu Caffe, the weekly-changing pop-up stores are highly suggested to cheer up our customers’ mood & bring friends together like the way our Vietnamese workers usually gather together for chit-chat with laughter after restlessly hard-working hours.

What’s Unique?
The Local Coffee Brand with the influence from construction workers & their workplace’s elements. The cohesive campaign bringing core values of the brand with weekly pop-up stores decorated with construction equipment.