When designing the branding for this project, I drew deeply from my personal experiences in Vietnam and the distinct coffee culture I observed there. In cities like Ho Chi Minh City and Hanoi, streets are lined with lush trees, and it’s common—given the tropical climate—to see plants woven into homes, cafés, and storefronts. That integration of greenery into everyday life informed both the tone and visual language of the brand. I selected a vibrant color palette inspired by the warmth and liveliness of my grandmother’s personality, aiming to evoke the feeling of sitting down for coffee with a close friend or family member.

My design process began with research and visual documentation, pulling from photographs I captured during my time in Vietnam to ensure authenticity in texture, color, and atmosphere. From there, I developed a mood board to define emotional direction—focusing on warmth, community, and approachability. I explored multiple logo sketches and typographic pairings, testing how different forms communicated intimacy versus energy. Iteration played a key role; I refined the mark and supporting elements to create a cohesive system that feels inviting yet distinctive. Ultimately, the goal was to translate personal memory into a brand experience that feels immersive, culturally grounded, and emotionally resonant.