[BRAND] [SHOWCASE] xolve branding x Ambrosia - a brand new cafe bistro in Saigon 2021
IN COMMUNICATION, IDENTITY, PACKAGING STRATEGY, SPATIAL
Delightful tastes. Inviting aromas. A sensory experience. Cue Ambrosia Cafe Bistro. Opened in December 2020 and nestled in the heart of Ho Chi Minh City, Ambrosia Cafe Bistro is an up-and-coming cafe serving local Vietnamese and fusion cuisine.
xolve was approached to create this brand from the ground up as a full scope project. Starting from scratch, our team worked on naming, brand identity, key visual development, brand application, and managing the interior design process. Our objective was to create a cohesive design concept that sets Ambrosia apart from every other café in Ho Chi Minh City.
We designed the key visual in two different color ways in order to accommodate more possibilities for brand application. This visual plays with abstract shapes and distorted perspective inspired by the fluidity of smells and tastes, and is applied on the menu, across all takeaway packaging, as well as within the interior design of the cafe.
For the logo, we kept things simple so that it could be easily recognizable. However, we still wanted to incorporate the principal idea of flow and movement into the design.
The letter ‘a’ is designed to mimic the fluid effect used in the key visual, and the slight tilt of the ‘o’ depicts a playfulness that ties into the brand’s goal to appeal to a young and trendy demographic. The pictorial mark was derived from the ‘a’ and illustrated to look like a smoky aroma, in order to be used across social media platforms and on smaller applications.
Regarding the interior design, a classic Indochine-esque style is juxtaposed with the bright color palette to create an inviting space that appeals to both younger and older customers. The design allows the café itself to exude an element of luxury, while its price point and menu offer familiarity and comfort.
Ambrosia’s photography was visually directed by the xolve team. We conceptualized the photos to have high contrast, bright colors, and hard shadows, which are intended to emphasize the color and texture of the food and drinks. The goal of the lighting and color design is to express the sensation of bold flavors and smells permeating your senses.
We welcome you to drop by and experience the sheer Ambrosia for yourself.