Despite being the second-biggest coffee producer in the world, Vietnam has yet to be known for its wonderful collection of coffee drinks outside of its border. Eggyolk aims to change that narrative by building a brand to promote Vietnamese coffee culture to locals and tourists through Egg Coffee, a signature coffee drink in the country. With such ambition, our challenge is not just being creative with the brand’s visual aspect but also strategic with how it expresses itself to the target audiences appropriately.

The overall visual system is designed to make the brand feel more approachable, allowing it to make friends with people worldwide. It also needs to capture the spirit of Eggyolk’s signature drink, egg coffee. To achieve this, our logo design is inspired by the cross-section of an egg, slanted 7 degrees to create a familiar yet distinctive look.

The system is expanded based on two principles. Firstly, there is energy which is the functional benefit of coffee consumption: no gimmick or unusual idea to make people question their decision. Secondly, there is positivity which is the emotional benefit of having an excellent cup of coffee.

Both of these principles resulted in a welcoming and vibrant visual idiom realised across a wide range of digital, printed and architectural applications, including the door handles, the takeaway cups, and the tableware, all featuring a plethora of unique and creative visuals that rendered the identity remarkably versatile and tangible in many forms.