Based in Vietnam, Atypical is a specialty coffee roastery with packaging and branding designed by Behalf Studio that perfectly taps into the uniqueness of the brand’s name. Inspired by the walls found around the city of Saigon, the bottle’s labels are textured, familiar, and beyond fascinating. Utilizing the images of the walls on the labels helps bring the city’s story closer to the brand’s consumers in a visually unique manner. Not to mention, the stencil-inspired logo plays into the wall artistry, but the gold foil allows the branding to feel luxurious. Furthermore, packaging the cold brews in flask-like bottles differentiates this coffee brand from the countless others on the market. Atypical is inspired by the streets that it came from in an elevated and fantastic way.
Atypical is a specialty coffee roastery based in Saigon, Vietnam. They offer both retail and wholesale coffee products that combine selected local and imported flavors with a meticulous high-quality brewing method. Their key product, the cold brews (aptly named “Atypical Dose”) offer a wide range of flavors and blends, named after neighborhoods of Saigon, for people with all kinds of tastes and preferences.
We created their visual identity, combining the rawness of Saigon street culture with the refinement of the brand’s product. Inspired by the facade of the city, Atypical’s visual design prominently features a custom typeface inspired by the iconic “Khoan c?t bê-tông” (“Concrete drillers”) vandalism. The main surfaces of the brand’s packaging system & collateral feature photographic images of the walls found across Saigon, something that is familiar yet, upon closer inspection, utterly peculiar.
For the cold brew packaging, we feature iconic walls from the neighborhoods that the flavors are named after; and we tell the stories related to those neighborhoods, with the hope to bring the city closer to our drinkers. Utilizing HP Indigo’s latest technologies, each label design is transformed into a series of assorted, collage labels that speaks to each individual fragmented perception of the city we inhabit.
