Name

Trung Nguyen Coffee

Logo Redesign

  • CLIENT: College
  • PROJECT TYPE: Logo Redesign
  • COMPETENCIES: Illustration, Iconography
  • SOFTWARE: Illustrator

But first, Vietnamese Coffee!

The Challenge

I was challenged to redesign a logo for a brand of my choice. The logo should be distint, memorable, timeless, scalable, adaptable, and appropriate for the brand use.

The Solution

I decided to redesign a logo for a long time Vietnamese coffee brand name Trung Nguyen. I took inspiration from the designs on Dong Son drums, like the ancient human figures, long-tailed flying birds (Lac birds) to represent the longevity and the culture of Vietnamese people.

BRAINSTORM & SKETCHES

Placeholder Image
Placeholder Image
Placeholder Image
Placeholder Image
Placeholder Image

DIGITIZE

EXPLORATION

For the positive space, I chose an imagery of an elephant to represent Dak Lak Province, which is considered as the elephant land, elephants also symbolize wealth, health, and power of an ethnicity of Vietnamese culture. And the negative space is the stilt house, a traditional house type of Ede ethnic minority of Dak Lak Province.

The geometric-shaped human figure inspired by the pattern on Dong Son bronze drum, with the hands holding a coffee plant, the pose of the figure represents the appreciation to the nature resources.

A coffee bean shape, instead of the small gap in the middle of the regular coffee bean, replace with the lightning, represents the idea that coffee boost your energy, and keep you stay awake.

FINAL