Deriving unique Vietnamese street culture, Guta Cafe grows to be a familiar coffee brand for urban people could connect and enjoy the outdoor environment. Focusing on responsive and affordable street vendor store setup, they have grown fast, dominated Saigon and become one of the most popular convenient coffee chain for everyone in the city. But the original branding has no relevant to the brand values and brand story, causing troubles when expanding Guta. So, they ask us for a total rebranding system.
Guta is from a Vietnamese verbal slang, from "gout /gu/" in French and "ta" in Vietnamese, together stands for the term "our style". Representing for Guta's brand spirit, they proud to serve a decently good strong Vietnamese coffee. From the most common culture of Saigon, street-coffee has become a fundamental habit of not just Saigonese but also Vietnamese. Beneath the habitual culture, there's always a "plastic chair", small and convenient to setup anywhere to become a small coffee shop. The graphic system was taken over by the iconic chair as center combined with all surrounding environmental elements & people behaviors. All together, creating a complete unique "style" for Guta and echos what the brand comes from.
The project is causing a national hit in term of marketing and design for Guta as a sample of reasonable and meaningful rebranding system based on simple culture of Vietnam. Also, let them expand their business faster into many other vendor platform such as juice store, pho restaurant, lunch lady, etc.