FOUND & BEEN FOUND

Okkio new logo and identity X Cho Choi Creative

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Last updated on

March 25, 2024

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.

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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

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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.

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Okkio's jazzy typeface showcase animation

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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.

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The Okkio typeface is the visual identity of the coffee shop, encapsulating all of the jazzy elements that make Okkio unique. Each letters draws inspiration from Okkio's interior, with some letters featuring custom ink strap details that mirror the coffee shop's decor.

Okkio typeface casestudy

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

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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.

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