Client: 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: Our task was to deliver the iconic message of Vat Lieu Caffe that “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 – from their persona to the nature of their work, we provide the coffee brand with a new breath of the familiar yet exotic characteristics into not only visual but also promoting concepts.

Visual and Design: In our designs, the pattern & design materials are taken from the inspiration of plastic canvas, a common feature easily found in every construction work. Meanwhile, the visual and color palette mainly originating 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.

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.

Creative Campaign: In order to impress our beloved coffee-lovers & 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.