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Guta Café rebranding

Contributed by Michel André on Feb 22nd, 2020. Artwork published in
February 2020
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    Logo
    Source: https://m-n.associates License: All Rights Reserved.

    Logo

    Guta is a smart and convenient chain of coffee stores targeting urban blue to white collar workers with the taste of a natural outdoor environment when coffee-ing. Their previous branding wasn’t reflective of anything special, nor was it standing out in the market.

    From a Vietnamese verbal slang – a contraction of the French “/gout/gu/” and the Vietnamese “ta” – Guta means “our style”. M — N Associates took “our style” as the core spirit to develop a complete system based on urban common culture of outdoor coffee-ing. The iconic plastic stools provided the inspiration for Fonta, a custom font developed specifically for the rebranding. It’s used alongside Bungee (for headlines) and Roboto (for smaller text).

    Following the rebranding, Guta successfully expanded into nearly 60 stores across Vietnam’s south and opened new child brands like Fruita, Phở Ta, Chợ Ta, etc.

    Photography by Wing Chan, Lam Uy Huynh.
    See the full case study at M — N Associates.

    Logo
    Source: https://m-n.associates Photo by Lam Uy Huynh. License: All Rights Reserved.

    Store

    Guta Café rebranding 3
    Source: https://m-n.associates Photo by Wing Chan. License: All Rights Reserved.
    Logo
    Source: http://m-n.associates Image by Duy — N. License: All Rights Reserved.

    The custom font – and its A in particular – was inspired by the shape of the plastic stools.

    Logo
    Source: http://m-n.associates License: All Rights Reserved.

    Glyph set of Fonta, the custom font made for Guta. Image by Duy — N.

    Logo
    Source: https://m-n.associates Photo by Duc Bui & Meo Thuy Duong. License: All Rights Reserved.

    Menu art direction.

    Guta Café rebranding 7
    Source: https://www.behance.net Wing Chan. License: All Rights Reserved.
    Guta Café rebranding 8
    Source: https://www.behance.net Lam Uy Huynh. License: All Rights Reserved.
    Logo
    Source: https://m-n.associates Photo by Wing Chan. License: All Rights Reserved.

    Shipper uniform by Phi Pham & M — N Associates — Photo by Wing Chan

    Logo
    Source: https://m-n.associates Photo by Wing Chan. License: All Rights Reserved.

    Merchandise — photo by Wing Chan

    Logo
    Source: https://www.behance.net Photo by Lam Uy Huynh. License: All Rights Reserved.

    Store

    Typefaces

    • Fonta
    • Bungee
    • Roboto

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