Eggyolk Coffee
Client: Eggyolk Coffee
Agency: Hands Collective
Year: 2023
Category: Brand Identity, Art Direction, Illustration
Creative Director: Two Nguyễn
Strategy Director: Thịnh Nguyễn
Strategy: Hạnh Nguyễn, Linh Phạm
Design: Giang Nguyễn, Hiếu Phạm, Phương Vân, Vũ Nguyễn, Trang Trần
Web Design/Development: Linh Phạm
Illustration: Quang Nguyễn, Hiếu Phạm
Production: Nam Nguyễn (Noted Studio)
Animation Support: Châu Lê
Concept and Product Photography: Oni Production
Lifestyle Photography: Cầm Lại
Stylist: Hà Nguyễn
In 2023, my friends at Hands Collective Vietnam invited me to collaborate on their ongoing project of expanding the brand assets of Eggyolk Coffee, one of their longtime clients. Some of my tasks included co-art direction for the new illustration system, and designing new packaging for their instant coffee product line, as well as limited merchandises.
The overall branding direction gives off a sense of positivity and vibrant, limitless energy, and appropriately represents the uplifting nature of Eggyolk’s beverage and its brand message.
Brand Illustration System
The existing identity revolves around two main things: the slanted abstract “O” logomark (which can be depicted as either an abstract symbol of the sun or an egg yolk), and its offset. For further development, I decided to explore the slanting motif, as it has not been utilised previously, and the offsetting motif could look visually overwhelming if use extensively. A gravitated object could also depicts motion and movements, which matches with the “energetic” keyword of the brand.
Together with the team, we created a dynamic illustration system built into the logomark, with a custom slanted grid system. This allows the logo symbol to either become a fun little character, or take a supporting role (as the morning sun) and let people tell their stories.
The system is part of the overall award-winning case study of Eggyolk Coffee, which has received recognition and awards from Transform Awards Asia 2023 and Dieline Awards 2024.
Instant Coffee Packaging
Instant coffee powder is one of Eggyolk’s newest products, catered for tourists that want to bring a taste of Vietnamese egg coffee back home.
The team’s visual narrative approach for this project is different from many other existing coffee brands in the market. Instead of relying on the cliché traditional ethnic patterns or agriculture visuals of Vietnam’s Central Highlands, we decided to explore the invisible and often ignored modern street culture.
These include everyday activities of locals — drinking coffee on a street paveway and railway street, riding a motorbike and crossing busy roads — but new and exciting to foreigners, especially those who visit Vietnam for the first time. The illustrations are designed to connect when displayed in a pack of three coffee boxes, showcasing the activities throughout the span of a day.
The project is a recipient of a Silver Award in Pentawards 2024 (Smart and Connected Packaging category (E.03))
Quang Nguyễn
Communication Designer
is a Vietnamese design practitioner/illustrator currently based in Naarm (Melbourne), and an ongoing Master’s student of Communication Design at RMIT University.
Previously held a Bachelor of Communication (Advertising) degree and throughout years of accumulated independent design learning and practice, Quang is currently focused on brand illustration, brand identity, and communication design, with some of past high-profile clients including Sovico Group, RMIT, and UNESCO. He also frequently collaborates with Hands Collective, an award-winning brand consultancy based in Hanoi, and produces works recognised and featured by Behance, Dieline, and Pentawards.
[GMT+7]
Hanoi, Vietnam
[GMT+4]
Naarm, Australia