Xin Chao
A Vietnamese coffee shop brand that defies western ideologies surrounding coffee.
+ Branding
+ Creative strategy
+ Graphic design
+ Illustration+ Prototyping
+ Physical collateralQuestion
How can brands disrupt the American coffee culture surrounding speediness and its hyper-fixation of productivity?
Insight
Vietnamese core: For the Vietnamese, coffee is more than just a drink, it’s a way of life. Whether it’s the first cup at 5 a.m., a pre-work dose, or a post-dinner drink, Vietnamese like their coffee nice and slow. To them, when the coffee is good, why rush?
Serenity from the outside in: In order to reimagine coffee culture in the U.S., the brand seeks to create a space where patrons can have a pause on the daily grind and focus on the simple pleasure of life.
A new perspective: Brand visuals and communications must invite curiosity and willingness to engage in a new culture without alienating the current way of life. The goal is to create a cross-cultural environment that encourages the sharing of culture.
Response
“Xin Chao” (/seen-ciao/) means “hello” in Vietnamese and is a Vietnamese coffee brand located in San Francisco that delivers care, culture, and compassion in every cup. This brand introduces Vietnamese coffee practices where patrons can mindfully relax and enjoy the moment over a cup of coffee as rich as life itself.
