Saigon Drip engaged me directly for packaging and visual identity work. The founders, two life-long friends, sourced robusta beans directly from farmers in Vietnam and roasted them in Toronto.

• Initially looking for an LA streetwear-inspired aesthetic, there was a lot of pride for traditions of the people who grow the beans. This came up multiple times during our conversations.

  
  

• Over a 6-week sprint, I worked with the team to develop a visual system that could be rolled out across product launches and marketing channels for long-term growth based on a singular system.

  
  

• While the past century of Vietnamese history is more widely-known due to wars, the country has an immense culture of farming, art, and architecture that has been largely lost due to the devastation of multiple colonizations throughout the Vietnam's history.

  
  

• A manifesto was the result of the creative strategy, declaring a reason for the brand to exist in the market with confidence, unapologetically true to it's roots. This tool acted to help shape the company’s brand look and tone.

  
  

• Visual system and packaging design was inspired by traditional woodblock printing, originating from rural farming communities. A constraint we introduced to the packaging system and greater identity was the fact it should be able to be recreated using traditional printmaking tools and methods.

  
  

• Block typography inspired by the hand-painted street vendor signage of Saigon also factored heavily in the inspiration to the colour palette, based on traditional inks.