• Bold84 spreads the Vietnamese Robusta coffee love with graphic cans inspired by retro vernacular signage in Vietnam
• Behalf Studio created a custom logotype and typeface as the cornerstone of the brand design

It’s commonly held that no one’s doing coffee quite like the Vietnamese, and now Bold84 is spreading that caffeinated joy around the world through mini cans of Vietnamese Robusta coffee. To do so, they needed a brand that would appeal to Vietnamese locals but not alienate a global market in the process, and Behalf Studio in Ho Chi Minh City was up to the task. They took design details directly from the city streets of Vietnam, including typography from the tarps of street stalls, colors from sidewalks, and patterns from the country’s signature pavement tiles to build out a vibrant look and feel for the can that’s retro yet timeless.

They incorporated Vietnamese Art Deco into the brand typography, a historic style that developed when Vietnamese sign painters began emulating French lettering in their work. This type emerged as the foundation of the Bold84 look developed by Behalf, who even revived an old salvaged sign to design a logotype and custom typeface, “Văn Hảo.”