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Okkio new logo and identity designed by Cho Choi Creative
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FOUND & BEEN FOUND

Okkio new logo and identity designed by Cho Choi Creative

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Last updated on
January 28, 2023

Okkio is a speciality coffee café that opened in Saigon in 2018 and has now grown to four locations. It is an excellent spot to gather and enjoy the art of coffee brewing in a casual atmosphere. In 2020, the Cho Choi team improved the visual design to better convey and preserve the brand essence, which is a blend of old-fashioned charm and futuristic modernism.

Mood board showcasing the artistic influence for Okkio Caffe's rebranding
Okkio Caffe logotype and logomark

At Okkio, where space and time are stretched out to be a hollow, either long or short, to any individuals, we are able to have such an “excuse” to dive deeper into the inner-self during that “precious time”. Consequently, we “FOUND” ourselves and have “BEEN FOUND” in these moments.

Okkio Caffe rebranding case study

Mood board showcasing the artistic influence for Okkio Caffe's rebranding

Old-days Jazz culture and artwork were the major sources of inspiration for the brand's visual identity. The goal of the rebranding effort was to not only make the brand more memorable in the minds of consumers but also to extend the feel of the brand beyond its physical location. Okkio's new identity is dedicated to its spirit of "FOUND & BEEN FOUND," where you put yourself in the jazzy time-stretching atmosphere.

Okkio Caffe's baristas at their product showcase stand at an event.
Okkio Coffee Shops; text in the Okkio typeface.

In terms of typography, they used a new custom-made bold typeface with modified counters, incorporated extreme ink traps, and experimented with irregular letter curves and edges. The stylish uppercase letters now decorate all Okkio's touch points with labels, including coffee mugs, bottles, paper bags, and product packaging.

Okkio Caffe's baristas at their product showcase stand at an event.

The third location, Okkio Xuan Thuy, features a retro vibe inspired by the spatial characteristics of train carriages and a striking red exterior, both of which are hallmarks of the brand's new identity. The architecture design by REDS Studio was inspired by "2046," a popular film by director Vuong Ga Ve about a train that travels back in time from the year 2046.

" 2046 Train " | Red5studio's design for Okkio Caffe Xuan Thuy

Credits

Story, Tagline: Laint, Khunbleu | Type Design: Laint, Hieule | Icon Design: Changbe, Laint | Motion Graphic: Khunbleu | Packaging: Laint, Viet Tran, Changbe | Product shoot: Okkio | Menu Photography & Retouch / Nam Nguyen | Interior & Architecture: Red5studio & Sgnha

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Brand name
Okkio
Sector
Speciality Coffee
-
Café and Drinks
Founded year
2018
Origin country
Vietnam
Project context
Rebranding
Release date
August 2020
brand primary colors
Design by
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