Lady Bac - A Cold Brew That Pays Homage To A Vietnamese Freedom Fighter
by Shawn Binder on 07/14/2020 | 3 Minute Read
We love a good road trip story, and thankfully 133 cafe has brought the story of LADY BAC cold brews to life in gorgeous fashion. Each parchment label tells a story about LADY BAC traveling to and interacting with the various regions from which the cold brews originated. The decidedly Vietnamese elements, like the illustrations contain gold embellishments that make LADY BAC a luxurious coffee-drinking experience.
133 cafe has created a range of cold brew products with coffee beans from Ethiopia, Kenya, Colombia & Dalat (a hilly region in Vietnam known for its coffee beans). Their ambition is to create many more cold brews in the future from beans from all over the world.
In designing the packaging for the brand, KI Saigon wanted to bring out the vivid personalities of the places from where the beans came from. Yet they wanted something truly Vietnamese to represent the brand.
So they came up with the name LADY BAC.
There is a reason they came up with that name. 133 cafe is located in a street called ‘Co Bac’. And LADY BAC is the translation of CO (which means Lady in English) & BAC, which is the name of a famous Vietnamese freedom fighter.
So, the street where the cafe is located is named after this well-known Vietnamese freedom fighter. She was known to be a badass. They thought it would be awesome for this cold brew to pay homage to her spirit.
They re-imagined her life if she lived and traveled the world through the packs. The cold brew became a tribute to her softer side. And the series was created showing her traveling to the places where the coffee beans came from.
So, when she went to Kenya. She loved wildlife. They showed Lady Bac in traditional Kenyan attire with cheetahs as her friends.
When she traveled to Colombia, they imagined Lady Bac traveling to the lost golden city of Eldorado and there she is accepted as their queen.
The Ethiopian Lady Bac is inspired out of a medicinal scroll from ancient Ethiopia, which people hung in their homes to heal themselves.
And for the Dalat cold brew, they showed Lady Bac in the famous gardens of Dalat, as it is known for its natural beauty and range of wildflowers.
Each cold brew bottle tells the story of Lady Bac, her travels, and the flavor to expect from the brew.
- Agency: KI Saigon
- Creative director: Kumkum Fernando
- Designer: Chung Hoang
- Illustrator: Chung Hoang, Duc Luong
- Designer: Quang Nguyen
- Producer: Tue Nguyen
- Planner: Indraneel Guha
- Photographer: Wing Chan
- Production house: Vaib Production
- Print House: Cropmarks
- Client: 133 CÔ BẮC Coffee