Mama
Ca Phe & Plant Nursery
Mama is a café and plant nursery concept centered on warmth, community, and the connection between people and nature. The project explores how a welcoming, personality-driven identity can bring two experiences—coffee and plants—together under one cohesive brand.
RoleBrand designer and art Direction
ScopeVisual Identity, Packaging, Merchandise, Uniform Design
Process
My parents sitting at a cafe in Ho Chi Minh City
The visual identity was developed to communicate a sense of comfort, familiarity, and approachability. Through typography, color, and supporting graphics, the brand establishes a recognizable personality that extends beyond the café itself.
Research
Using photographs from my travels in Vietnam, I developed a visual direction grounded in personal memory and cultural references. Through moodboarding, logo exploration, and typographic refinement, I translated these influences into a cohesive brand system that celebrates the connection between coffee, nature, and community.
Typography
The primary typeface draws inspiration from Vietnam's traditionally hand-painted storefront signage. Its expressive, handcrafted character reflects the charm and individuality of local businesses, bringing a sense of familiarity and authenticity to Mama's visual identity.
application
Color Palette
The vibrant color palette was inspired by my grandmother's warm and lively personality, as well as the colorful streetscapes of Vietnam. These colors were selected to evoke comfort, energy, and the familiar feeling of sharing coffee with friends and family.
Brand Applications
The identity extends across packaging, merchandise, and employee uniforms, bringing Mama's personality into everyday interactions. Each application was designed to maintain visual consistency while creating a welcoming and recognizable experience across the brand.
Digital Applications
The identity was applied across a multitude of different print and web products to create a consistent experience across customer touchpoints.
Each application demonstrates how the visual system can adapt to different formats while maintaining a unified brand presence.
