Marcel introduced the Café Marcel sub-brand X The Lab Saigon

In September 2018, the Marcel team launched a new concept, Café Marcel, aimed at providing a relaxed yet sophisticated brunch experience with a French twist. The concept was developed to capture the essence of a French road trip, merging the charm of Paris with the warmth of the countryside. The branding for Café Marcel, created in collaboration with The Lab Saigon, features a vibrant and approachable visual identity that includes multicolored logos and playful design elements. This strategic initiative seeks to offer high-quality French-inspired dishes in a cozy, stylish setting, appealing to the modern, urban audience in Ho Chi Minh City​

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The visual identity and branding for Café Marcel were crafted in collaboration with The Lab Saigon, emphasizing a playful and elegant aesthetic. The design includes multicolored logos and elements inspired by road signs and ribbons, creating a vibrant and inviting atmosphere. Café Marcel focuses on offering high-quality French-inspired dishes in a cozy and stylish setting, appealing to the modern, urban audience in Ho Chi Minh City

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We took a mental road trip from the City of Lights to the countryside for inspiration to design the branding and interior of Café Marcel, a casual all-day French restaurant. (In the wordmark)The larger characters on the end create an implied ribbon, a nod to road sign designs. The Lettermark: It's an egg, get it?

Café Marcel case study‍

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