Simple Mind is a coffee shop based in Ho Chi Minh City, Vietnam. The message behind the brand is to spread the mindset of thinking simple to customers, especially teenagers and young adults. Simple Mind does not believe that customers are sober if they are overthinking.

The inspirations I got for this project come from when I struggled with my early life so arduously. Every day I can not stop overthinking about my problems, mostly my mind was like a tsunami, dark, thunderous, and heavily bustling. It was not peaceful, tranquil like it should have been. My head was only stable and relaxing when I realized the tsunami I had created was just a fantasy thing that dragged me down every day. In fact, my problems were so easily solved when I just think them simple and move on with my life. They were not as negative as I embedded my overthinking mind on them. That’s why Simple Mind was created, with a message for teenagers and young adults to stop overthinking, life is as simple if you think it simple. We drink coffee every day for being sober and productive, but how can we be like that if we think too much!?

The main visual graphic for this project is a simple horizontal line. The line illustrates your thinking when it is so simple. Simple Mind believes that when something is simple, you actually can play with it in different ways with your stupendous imaginations. It can be everything you want it to be, there is no limit to that. A line can be the line you see frequently on the beach, or when your wifi goes down, or the path you stroll every day, etc. In addition, that line is also your life, when your life is so simple like that, it literally can be everything you want it to be!