Guta Cafe

Guta Cafe identity

Taking inspiration from the unique Vietnamese street culture, Guta Cafe is growing into a familiar coffee brand where urban people can connect and enjoy the outdoor environment. Focusing on a responsive and affordable store setup, Guta have grown fast, dominated Saigon, and become one of the most popular coffee chains in the city.

Guta Cafe logo

Guta is Vietnamese slang taken from “gout /gu/” in French and “ta” in Vietnamese, which together stand for the term “our style.” This represents Guta’s brand spirit, proud to serve a good, strong Vietnamese coffee. Street coffee has become a fundamental habit, not just in Saigon, but throughout Vietnam. Beneath the habitual culture there’s always a “plastic chair,” small and convenient for setting up small coffee shops anywhere.

The graphic system is dominated by the iconic chair, combined with various surrounding environmental elements and people behaviours. Together they create a unique style for Guta that echos the brand’s origins.

Inspired by the iconic Vietnam Social Security propaganda poster that hangs everywhere around the country, the blue and yellow palette was adapted for Guta. Just like the poster’s slogan, the colour choice represents the idea of “a friend of every worker.”

Guta Cafe identity

People who love street coffee usually kickstart their day by sitting on a plastic chair, somewhere shady, surrounded by greenery, with a cup of coffee and a newspaper. The halftone print effect of newspapers adds a distinctive look to the various characters we depicted sitting on chairs, from office workers to lady hawkers.

Guta Cafe identity Guta Cafe identity

Every character was carefully selected to represent a wide range of customers — young, old, blue collar, white collar. Each character has a unique pose that expresses their personalities and broadens the identity elements. The visuals and colour palette creating a unique yet consistent brand expression that’s easily adapted for various marketing purposes.

Guta Cafe characters Guta Cafe characters Guta Cafe characters

Featuring the chair and Vietnamese diacritical marks, we developed a custom font named after Guta — FONTA (our font). After this rebrand, Guta has grown from several stores to nearly 60 stores around Saigon, launching new sub-brands such as PHỞTA (Phở noodle) and CHỢTA (convenient local store).

Guta Cafe font Fonta Guta Cafe font Fonta Guta Cafe font Fonta Guta Cafe font Fonta Guta Cafe font Fonta

We also gave the menus a fresh appearance (both in-store and takeaway).

Guta Cafe menu Guta Cafe menu Guta Cafe menu Guta Cafe menu Guta Cafe cups Guta Cafe identity

For comfort and functionality when serving outdoors in humid, sunny weather, the uniform was designed with a minimal, basic, light T-shirt and shorts. For subtle differentiation there’s an upside-down pocket detail that hints at the A-chair symbol.

Guta Cafe uniform Guta Cafe uniform Guta Cafe uniform Guta Cafe uniform Guta Cafe uniform Guta Cafe uniform

To help with marketing we created a wide range of branded goods such as a keychain tag, phone case, socks, helmet, tumbler, lunchbox, and even a lighter.

Guta Cafe merch Guta Cafe merch Guta Cafe merch Guta Cafe merch Guta Cafe merch Guta Cafe merch Guta Cafe merch Guta Cafe stickers Guta Cafe Saigon Guta Cafe Saigon Guta Cafe Saigon Guta Cafe Saigon Guta Cafe Saigon

M — N Associates elsewhere on Identity Designed: JUS.



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