“Gona” is a cold-brew coffee brand which is established for one who want to have laid-back time in the hectic pace of life. Gona do believe in the “divine time” when enjoying a cup of cold-brew which will help the customer make their day & chill with the laid-back moment. Therefore, the brand’s identity focus on conveying the romantic message, retro vibe in the modern context.

An art direction has been found for Gona. Researching about the typography concept of the signs in the Saigon’s past, I was inspired by the combination of bold & hand-drawn Calligraphy typefaces, which not only evoke an aesthetic vibration but also potentially create a distinctive concept for the identity. Additionally, putting that concept into modern minimal layout will bring the brand come closer to the youngsters.

The logotype was inspired from the signs of the Saigon’s past which was manually drawn by the Vietnamese artists, which have bold, square and condense form. The content of Gona mainly convey the relaxing messages to their customers and emphasize the important role of enjoying a cup of cold brew everyday.

Coming up with a relaxing concept, the photos treatment evoke a retro vibration in the customers mind with film photography. Product photographic concept will take close view to see how chill & cool the cold brew is.

Using minimal layout for Gona instead of purely retro lettering style will bring the brand closer to the generation Z. This concept not only create a distinctive concept but also a potential visual strategy to approach the target brand’s audiences.