NOA – an abbreviation for “No Attention”, represents the concept of a speakeasy bar in Saigon, ‘hiding from the attention’. The feature of the NOA Bar is that it is exclusive for members who have great reputation invited by the founders. They are also called “The Blinders” – excellent performance.
At the same time, this name, NOA, was inspired by the “Noah’s Ark”, which saved the creature from the purge in the Bible. Furthermore, Mr.Noah has been known as the first human who was made the first wine.

Brand identity is one the crucial priorities that contribute to the brand awareness itself. Therefore, it is expected to be able to manifest classic, class and secret.

The solution and a new direction has been found for NOA through “Lenticular” printing technique.
The special feature of this printing technique is that different images can be seen under different perspective, which helps the NOA to ‘stay away from the attention’. Furthermore, the typography is also a feature in the identity. It is the combination of classical serif and grotesque sans serif with some word would be different from the others which stand for “the Blinders”.

The motifs on the menu are inspired by the reliefs placed on the four gates of Ben Thanh market. These reliefs encompassed the elements from the Art Deco art movement, an era of luxury. However, they are transformed into thin lines to create genuine feeling when observing or touching lenticular printed products. Three menus are named on a special way: “Intro & Chorus” is Appetizer & Main courses; “Single” is Wine and “The Chaos” is Cocktails and Rums. Additionally, the menus’ layout are designed like a music sheets with the food & beverage that are named and placed on specific music note. That is how NOA want to hide.