Lang Coffee

Inspired by and combined with the Vietnamese iconic street food, Làng Cafe breaks conventional norms to deliver the boldest culinary experience.

Started with 2 stores in Toong co-working space, selling to the people working there. Now Làng is aiming to expand their target market to the Gen Z generation. Firstly, they needed a re-branding that would bring Làng Cafe to life for a new audience. We worked with the founder, menu creator and F&B manager to evolve their brand and deliver unique customer experience that would set Lang Cafe apart in a saturated coffee landscape.

In doing so, we created a new brand strategy, visual identity, digital channel strategy, and retail experiences. We re-imagined Lang as a daring adventurer who loves exploring Vietnamese culture and experiments with new taste. We then balanced that spirit with expertise and consideration to deliver strange, intense but well-thought experience.

Firstly, the logo was simplified for better visibility across platforms.

At Lang Cafe, culture and taste come together in new and unexpected ways. Therefore, we used shapes that are inspired by objects at traditional festivals around Vietnam as the base of the identity system. They are then mixed together to form strange but familiar abstract shapes, which intrigues the customer curiosity.

These shapes system weaves bold imagery, rich color palette, and moving type system in striking layered compositions. The result in this was an in-depth and rhythmatic brand identity, offering glimpses into the experiences at Lang Cafe.

The brand voice, inspired by the brand purpose, is energetic, clever and witty and infuses these own-able characteristics across the spectrum of both in- and out-of-store communications.

Understanding not everyone is willing to try new taste, to encourage our potential customer to try and to drive digital differentiation for Lang Cafe, we created a Tik-Tok challenge where people are blind folded and have to guess what are in our drinks. The challenge evokes different reactions on our social media pages and brought our brand closer to our target customer.