06 / 2019
Song Ẩm | tea house & concept store
This is a personal project stemming from the belief that Vietnamese youths should acknowledge more of their culture to connect to their roots.
“Song Ẩm” means “drinking with another person”. The brand promotes the original Vietnamese tea drinking culture. Vietnamese drink fresh green tea with simple preparation. It’s an experience to enjoy the company of others and release yourself from the tension of daily life. In the old times, Vietnamese usually had tea time to take a break from the hardship of farming and tea was also grown in the house for the family or visitors that drop by. The difference between Vietnamese from other tea cultures is that the focus is not only on the tea itself but also the human connection while enjoying it.
Our tea brand wants to help educate young people about Vietnamese tea culture, traditional core values and other forms of traditional art that is fading into oblivion. It is not only a tea house but also a concept store serving a unique lifestyle. “Song Ẩm” is a place where young people meet to exchange, discuss and explore Vietnamese culture and more.
The logo idea comes from multiple inspirations: the word "Song Ẩm" ("Song" means "two" and "Ẩm" means "drink"), the tea set that has 2 cups, the tea table and shapes of 2 people. The teapot and cups are key visuals throughout the identity design. Therefore, the emphasis is the communication between two people symbolized by the tea table between them as they are having a conversation.
The color palette took inspiration from Dong Ho woodblock prints - a traditional Vietnamese art form.
SPECIAL THANKS TO:
Mentor: Mrs. Đỗ Trần Ngọc Anh
Photographer: Hương Mapu
Other credits:
Photos & stock images: Offside By Duy Dao, Unsplash, Stocksnap and other images from the Internet
