Eggstraordinary Coffee
Eggyolk Coffee new logo and visual identity X Hands Collective
Eggyolk Coffee opened its first location in 2021, driven by a vision to merge the rich traditions of Vietnamese coffee with the contemporary atmosphere of modern cafés. At the heart of its appeal is Vietnamese egg coffee, a traditional beverage that Eggyolk Coffee has transformed into a unique experience. Designed by Hands Collective Studio, the brand's visual identity is crafted to captivate a wide range of coffee lovers, seamlessly blending tradition with modernity.
At the core of Eggyolk Coffee's brand concept is the traditional Vietnamese egg coffee. This innovative beverage, born out of necessity during the time of French colonization of Vietnam, when milk was scarce, so whisked egg yolk was used as a creamy, rich alternative. It stands as a testament to Vietnamese ingenuity and resilience, traits that Eggyolk Coffee aspired to reflect. By reintroducing this classic drink in a contemporary context, the brand positioned itself as a cultural bridge, connecting patrons to a pivotal piece of Vietnamese culinary history while innovating within the café industry.
Echoing this spirit of innovation and resilience, Eggyolk Coffee too faced its own set of challenges right from the start. After opening its doors in 2021, the cafe was forced to temporarily close just two weeks later as the first wave of the pandemic hit Vietnam hard. Economic downturns had a negative impact on the nation's mood, making the reopening of Eggyolk seem almost impossible. However, it was the founder's trip to their coffee farm that marked a turning point. Witnessing the farmers' unwavering optimism and resilience inspired a renewed vision for Eggyolk Coffee: to reignite energy and positivity in the community with every cup served.
Following the inspiration gained from their coffee farm visit, Eggyolk Coffee and Hands Collective honed their brand strategy to embody the resilience and optimism observed among the farmers. In 2022, they delved deeper into the life and spirit of coffee cultivation, embracing both the challenges and joys experienced alongside the farmers. This immersion led to the development of a brand identity that reflects a profound sense of positivity about the future, inspired by the spirit of those who cultivate their coffee.
They returned with an inspiration to bring that spirit to the people, transforming Eggyolk Coffee into a beacon of positivity. Offering customers a 'breakfast in a cup,' Eggyolk Coffee extends the energy and optimism from the fields directly into their mornings, capturing the essence of vitality and hope that defines our story.
Following the thematic thread of vitality and optimism, Eggyolk Coffee introduced a distinctive logo, dubbed "the energetic egg." This abstract design draws inspiration from an egg's cross-section, featuring a prominently large yolk tilted at a 7-degree angle to convey motion and uniqueness. This slant not only adds a sense of dynamism but also aligns closely with the brand's essence—echoing the lively spirit of its egg coffee.
Complementing this, a bespoke wordmark was crafted, mirroring the logo's slant and integrating ball terminals to challenge traditional design norms. This combination resulted in a visual identity that embodies limitless energy and movement, perfectly encapsulating Eggyolk Coffee's commitment to bringing a refreshing burst of energy and positivity to each customer's day.
The typography chosen for Eggyolk Coffee further reinforces the brand's vibrant identity, employing a single typeface, Lora, across all its visual communications. Selected for its open and inviting appearance, Lora brings a touch of elegance and readability that complements the dynamic energy of the "energetic egg" logo. Its subtle flourishes hint at traditional calligraphy, blending beautifully with the modern aesthetic of the brand. This consistent use of Lora ensures a seamless visual narrative, maintaining the brand's ethos of warmth and approachability while enhancing the overall customer experience with its clarity and stylistic harmony.
Eggyolk Coffee’s color scheme vibrantly captures the brand's core essence, with red, orange, and yellow serving as its signature colors. These primary hues are chosen for their deep association with energy, warmth, and positivity, reflecting the brand's dedication to infusing its customers' days with optimism. To complement these vibrant tones and enhance the brand's visual diversity, additional colors are incorporated into the palette, including refreshing teals, sky blues, and deep indigos. These supporting colors add depth and versatility to Eggyolk Coffee's visual communications, allowing for a richer narrative across all brand touchpoints.
The brand icons and illustrations, inspired by the same 7-degree angle concept, added consistency and pattern to the overall design system. This thoughtful detail resulted in a holistic and integrated brand identity in which all elements, from the logo to the typography and colors, worked in harmony. Eggyolk Coffee's identity was solidified as simple but distinctive through these visual elements, demonstrating Hands Collective's thoughtful strategy and creative execution.
Eggyolk Coffee's verbal identity, imbued with positivity, energy, and warmth, seamlessly aligns with its visual presentation, notably through expressive photography that showcases each drink as art. This combination of a welcoming tone and visually engaging content captures the essence of Vietnamese coffee culture, making it accessible and enjoyable.
By emphasizing the craftsmanship and care in every cup, Eggyolk Coffee invites customers to start their day with optimism, celebrating the beauty and tradition of their coffee ritual in every interaction.
Beyond visual and verbal branding, Eggyolk Coffee meticulously integrates its ethos into tangible experiences, manifesting most notably through its ceramic tableware collaboration with local artisans from Bat Trang Ceramic Village. These handcrafted mugs and plates, particularly those designed to echo the vibrant hue and shape of egg yolks, are not merely vessels for serving coffee; they embody Eggyolk’s dedication to quality, sustainability, and the rich tapestry of Vietnamese craftsmanship, offering customers a taste of the brand's spirit with every use.
The architecture and ambiance of Eggyolk Coffee shops further extend the brand's identity into the physical realm, creating spaces that resonate with warmth, energy, and positivity. The thoughtful design of each location invites customers into a setting where tradition and modernity harmoniously blend, enhancing the coffee-drinking experience.
This commitment to cultural depth and innovation is echoed in the smallest details, from the vibrant orange banners that adorn the shop exteriors to the door handles crafted in the shape of the brand's logo, making every interaction with the space a reflection of Eggyolk's ethos.
Moreover, Eggyolk Coffee's uniforms and the intricately designed details within its spaces, like the logo-shaped door handles, further solidify the brand's presence and philosophy. These elements contribute to a cohesive and immersive brand experience, reinforcing Eggyolk's values of community, craftsmanship, and sustainability in every aspect of the customer's journey, from entry to departure.
Eggyolk Coffee's digital presence, particularly its website, offers an interactive exploration of the brand's world. With generative art that animates upon interacting with the logo, the website invites visitors to delve deeper into Vietnamese coffee culture, featuring unique brewing methods, ingredients, and the brand’s signature drinks. This digital experience, rich with interactive elements, not only educates but also entices customers, making Eggyolk's commitment to innovation, culture, and sustainability evident across both physical and digital touchpoints.
All in all, Eggyolk Coffee's trajectory of growth and the recognition it has garnered underscore the impact of its coherent branding strategy. By opening four locations across Hanoi and Hung Yen and securing prestigious accolades such as two Transform Awards Asia and a REDDOT Design Award, the brand's achievements speak volumes. These successes affirm the strength of Eggyolk Coffee's visual and verbal identity, demonstrating a deep resonance with both customers and the broader community. The brand masterfully combines simplicity with a powerful narrative, ensuring consistency across all touchpoints. In addition to highlighting Eggyolk Coffee's illustrious past and tenacity, this strategy also celebrates the joy of community through the shared enjoyment of coffee, cementing Eggyolk as a cultural icon.
