SAIGON DRIP
Art Direction—Visual Identity—Packaging Design
Robusta coffee beans were seen as somehow inferior to Arabica.
Saigon Drip wanted to change that. They were looking for an identity to help people discover Vietnamese coffee. Authentic, not “pedestrian”, as their co-founder puts it. The result was a bold identity and packaging system that helps move robusta beans forward by being upapologetically true to
it’s past.
HOW DOES A BRAND SUPPORT THE COMMUNITY AROUND IT?
We worked together to find an identity that stayed rooted in the company’s mission of working directly with farmers in Vietnam and staying unapologetically true to your roots.
THE VISUAL SYSTEM WAS INSPIRED BY HAND-PRINTED FOLK ART, PARALLEL TO THE CRAFT THAT GOES INTO THE BEANS.
During upfront research on this project, I was inspired by Dong Ho paintings, Đông Sơn culture and the traditional folk art of woodblock printmaking, much of it created in Vietnamese farming communities. I didn't want to lose the essence of the beans’ origins and the people who look after the plants.
CREATING A MANIFESTO FOR THE BRAND HELPED GUIDE DESIGN DECISIONS.
TO GROW WITH THE COMPANY, A GRAPHIC SYSTEM WAS DEVELOPED THAT COULD BE EXPANDED ACROSS FUTURE PRODUCT LAUNCHES AND CHANNELS.
SAIGON DRIP HAS AN IDENTITY THAT’S AUTHENTICALLY IT’S OWN.
Saigon Drip has continued releasing new roasts using the visual system. Their coffee has been picked up by regional chains and featured in local news articles with an ever-growing fan base.
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