In the vibrant heart of Ho Chi Minh City, M — N Associates have crafted a brand identity for Guta Cafe that is as rich and dynamic as the Vietnamese street culture it draws inspiration from. Guta Cafe has swiftly risen through the ranks, transforming from a fledgling coffee spot into one of Saigon’s most beloved coffee chains, a place where urban dwellers converge to connect and soak in the outdoor ambiance.
The very name of Guta Cafe holds a story within itself. Derived from a blend of French and Vietnamese, with “gout /gu/” from French and “ta” from Vietnamese, it translates to “our style.” This moniker perfectly encapsulates the brand’s spirit, a prideful dedication to serving up robust, authentic Vietnamese coffee. Street coffee is not just a passing trend in Vietnam; it’s a deeply ingrained part of daily life, a ritual that unfolds on sidewalks and in small, makeshift cafes across the nation. And at the heart of this street – coffee culture is the humble plastic chair, a symbol of convenience and community, allowing coffee shops to spring up anywhere with ease.
M — N Associates harnessed this cultural icon, the plastic chair, as the cornerstone of Guta Cafe’s graphic system. Intertwined with elements of the surrounding environment and the diverse behaviors of people, it creates a visual language that is distinctly Guta. This visual narrative pays homage to the brand’s roots, evoking the bustling energy of Vietnamese streets where coffee is more than a beverage; it’s a social glue.
The color palette of Guta Cafe is another stroke of branding brilliance. Inspired by the omnipresent Vietnam Social Security propaganda posters that adorn the country, the choice of blue and yellow is both strategic and symbolic. Just as those posters aim to be a friend to every worker, Guta’s colors convey a sense of approachability and inclusivity. They beckon customers from all walks of life to come in, take a seat, and enjoy a cup of coffee.
The visual style of Guta Cafe further immerses patrons in the street – coffee experience. The halftone print effect, reminiscent of newspaper pages, is applied to the various characters depicted sitting on the iconic plastic chairs. From busy office workers stealing a moment of respite to tenacious lady hawkers taking a break, each character is carefully curated to represent the wide spectrum of Guta’s customer base. Their unique poses not only add personality but also expand the brand’s identity, making it relatable to a diverse audience.
To complete the brand’s visual identity, M — N Associates developed a custom font, FONTA. Incorporating the plastic chair and Vietnamese diacritical marks, this font is a testament to Guta’s unique style. The rebrand has been nothing short of a success, propelling Guta Cafe from a handful of stores to nearly 60 locations across Saigon. It has even spawned new sub – brands like PHỞTA, offering pho noodles, and CHỢTA, a convenient local store, further solidifying Guta’s presence in the Vietnamese market.
Guta Cafe, with its carefully crafted brand identity, is more than just a coffee shop; it’s a celebration of Vietnamese street culture. It invites customers to slow down, savor a cup of coffee, and be a part of the vibrant tapestry of life on the streets of Saigon.
