In the Japanese neighborhood on Thái Văn Lung Street, HASH Coffee Bar is an ideal stop for those seeking a morning coffee, an afternoon glass of wine, or unique cocktails for an evening date. At HASH, you’ll find drinks to suit every time of the day, savor special light bites, and explore the cozy atmosphere of Japanese-inspired design.

HASH (#) represents the concept of elevated experiences and sharing them with like-minded souls. This is the primary goal of HASH Coffee Bar’s founders and the creative seed that inspired Cillgold to design a distinctive brand identity for this establishment. Initially, we sought foundational ideas with the goal of expressing both Japanese culture and creating a unique identity for the HASH brand. The result was an Idea Concept for the project shaped by the combination of three idea groups. The first group explores the imagery of bamboo and the Torii gate—effectively conveying iconic elements of Japanese culture. The second group integrates the letter “H” (from HASH), the two “ff”s (from Coffee), and the smooth lines seen on a latte cup—creating a clear identifier for both the business and the brand name. The third group applies contemporary Japanese art style to graphic design elements—expressing the brand’s minimalism, clarity, and meticulous nature while also serving as a bridge that harmonises all the ideas together.

From these three idea groups, Cillgold proceeded to design two core elements of the brand identity: the Logo and Key Visual. The Key Visual was then applied to design other brand materials in a cohesive and fitting manner. The Key Visual system of HASH exudes a sense of freedom through the use of decorative patterns. This is followed by an open and relaxed feeling conveyed by the handwritten typography, combined with a minimalist, clear, and refined layout. Finally, the design leaves a lasting impression with its concise and profound style, inspired by contemporary Japanese art. And thus, the designs provided by Cillgold became the starting point for HASH to continue writing their brand story, in a truly captivating way.