BOLD84
CLIENT
Lacàph
INDUSTRY
F&B
WEBSITE
www.bold84.vn
Lacàph
INDUSTRY
F&B
WEBSITE
www.bold84.vn
BOLD represents the punchy quality of the product, as well as the ambitious dream of a Vietnamese coffee producer reaching the global stage. 84 refers to +84, Vietnam’s country code and the place where it all begins. This stubby can sure packs a punch, bringing underrepresented Vietnamese coffee to the global scene with authenticity at its heart. BOLD84 proudly brews Vietnamese coffee using beans sourced from farmers they know on a first-name basis, then roasts and brews them to deliver flavors so balanced they deserve their own high-wire act, with a silky-smooth finish that keeps you coming back for more.
From that ambition to be truly bold, the identity embraces the chaotic, punchy shock of Saigon’s streets, especially as experienced by visitors. It captures the feeling that, with one sip, you arrive in this place. The creative brief was therefore clear: differentiate BOLD84 from a category sea of sameness. Brown and earthy palettes, trendy minimalist aesthetics, coffee beans and familiar café cues were all things to avoid.
The typography is something truly owned by the brand. We took reference from an early 20th-century villa built by an ambitious millionaire (now weathered by time, yet unmistakably carrying the life of the city) and transformed it into a bespoke typeface.
Its signature drop shadow draws from early Saigonese type treatments often seen in vernacular lettering and sign painting, now rendered in a contemporary digital form. This echoes the spirit of the coffee itself: taking the legacy of Vietnamese coffee and making it bold enough for the world today.
We decided to use the boldest color combinations possible, drawn directly from the streets of Saigon. These palettes were designed to stand out on the shelf unlike any other brand in the category — and yes, we know, because we tested them painstakingly. From this street-level inspiration, the rest of the design system followed: the stripes of street tarps and kiosks, the patterns of pavement, and the visual rhythm of Saigon itself.
The final touch is how the can becomes a canvas for brand storytelling, from the designed ritual of “shake, tap, crack” to micro details sweated over as if no detail were too small. Together, they create something rarely seen in the coffee market here, or anywhere.
CREDITS
Creative Director
Giang Nguyen
Designers
Minh Nguyen
Type Designer
Phong Pham
Project Manager
Bang Lam
Giang Nguyen
Designers
Minh Nguyen
Type Designer
Phong Pham
Project Manager
Bang Lam
Brand Photography
FPDB
FPDB