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Hàng Ba Cafe
Hàng Ba is not just a specialty coffee shop. It is a cultural space that uses coffee as a way to tell stories about Vietnamese heritage, local materials, Southern architecture and everyday memories.
Overview
Distilling Southern Vietnamese culture into a coffee brand
Hàng Ba is more than a specialty coffee shop. It is a cultural space where coffee becomes a medium for telling stories about Vietnamese heritage, Southern architecture, local materials and everyday memories.
At the heart of the brand is the idea of distillation - not recreating the past literally, but carefully extracting its values, textures and emotions into a contemporary coffee experience.
INSPIRATION
Rooted in Southern Vietnamese architecture
The identity is inspired by the atmosphere, materials and spatial language of old Southern Vietnam. From architectural details, wooden interiors, tiled surfaces and warm natural light to the layered feeling of traditional spaces, Hàng Ba draws from a world that feels familiar, lived-in and deeply local.
Rather than forcing nostalgia, the brand looks at what already exists within the space - its structure, objects, materials and cultural references - and turns them into a visual foundation that feels authentic and grounded.
DESIGN SYSTEM
Building a System from existing stories
The design system grows from the stories already present in Hàng Ba’s space. Architectural forms, interior details and local objects become the foundation for the brand’s visual language.
Lai Thieu ceramics
Lai Thieu ceramics, a traditional craft associated with Thủ Dầu Một and Bình Dương, also became an important source of graphic inspiration. Some illustrations and visual elements were developed from ceramic objects found within the shop, helping the identity feel connected to both the place and its local cultural context.
APPLICATION
Carrying the Spirit of Hàng Ba Into Every Interaction
The identity comes to life across menus, cups, packaging, uniforms and in-store materials. Each touchpoint extends the idea of distillation: preserving cultural details, local materials and spatial memories, then refining them into a clear and modern brand experience.
Together, these applications allow Hàng Ba to feel consistent across every interaction while still carrying the warmth, texture and cultural depth of the original space.
BRAND IDENTITY
Cōllective Design Agency
CREATIVE DIRECTOR
Sonny Vu
PARTNERSHIP EXECUTIVE
Khanh-Thu Nguyen
BRAND DESIGNER
August Truong, Nam-Bao Tran
BRAND STRATEGIST
Minh Do
PROJECT CURATOR
Nam-Bao Tran
