Atypical Coffee

Atypical is a specialty coffee roastery based in Saigon, Vietnam. They offer both retail and wholesale coffee products that combine selected local and imported flavors with a meticulous high-quality brewing method. Their key product, the cold brews (aptly named "Atypical Dose") offer a wide range of flavors and blends, named after neighborhoods of Saigon, for people with all kinds of tastes and preferences.

We created their visual identity, combining the rawness of Saigon street culture with the refinement of the brand's product. Inspired by the facade of the city, Atypical's visual design features a custom typeface inspired by "Khoan cắt bê-tông" ("Concrete drillers") vandalism, iconic of the city. The main surfaces of the brand's packaging system & collateral feature photographic images of the walls found in the city, something both familiar yet peculiar seen up-close.

For the cold brew packaging, we feature iconic walls of the neighborhoods the flavors are named after, and the story that relates to them to bring the city closer to our drinkers. We also utilize HP Indigo's technologies to make each design into a series of assorted, collage labels that speaks to each individual fragmented perception of the city we inhabit.