ChàoCafe is a hypothetical coffee shop, striving to preserve the practice and culture behind Vietnamese coffee and share it with people. The cafe’s purpose is to create a unique coffee drinking experience that embraces “slowness”—the core of Vietnamese coffee.
Promotional Video (turn volume up): the ASMR approach reflects the slow and meditative quality when making and enjoying Vietnamese coffee. The lighting and high contrast style represents the brand behavior, chiaroscuro.
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Brand Behavior: Chiaroscuro uses intensities of light and dark in a composition to highlight the subject matter. It illustrated Vietnamese coffee's contrasted and dramatic flavor—a mixture of intense, dark coffee and sweet, buttery condensed milk.
Chiaroscuro is applied to the spatial design through lighting and color scheme.
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Environment: The interior is designed to look like an art museum—a place to inspire visitors and preserve culture. It is designed for people to stay and savor each sip of coffee, like a fine piece of art.
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Along with a selection of coffee beans, complimentary bánh mì (baguette) and spreads are offered as unique drink and food pairings.
Written Language: Oxymorons use two contrasting words to emphasize a concept, further portraying the chiaroscuro behavior in writing.
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Poster Series: Reinforces the museum concept by emulating an art exhibition poster. 24x36 inch prints may be purchased at the cafe.
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