HOT BEANS
Section: FnB
Client: HOT BEANS Restaurant
Location: HCMC

Pairing for Happiness, HOT BEANS was created with the vision to seek for the paired balance (yin & yang) in cuisine experience, between food and coffee. Happiness is derived from finding balance in all parts of one’s life, the balance between flavours, that is fusion between Asian & European Cuisine and the complementary features between gourmet coffee & refined dishes.

The Challenge

Based on the owner’s knowledge and passion for coffee, they have a bold idea of combining cuisine with coffee spices. The restaurant’s location is on the busiest street in Ho Chi Minh City and is always crowded with many foreigners. But the logo design and initial identification images make people only know this place as only “a coffee shop” instead of “a restaurant”. In fact, HOT BEANS products and services cover the entire day from coffee, brunch to European dining.

They hope that this Re-brand must clarify the message about “The Cuisine of Coffee” to help HOT BEANS easily communicate with different customers, foreign tourists as well as local customers.

Our Solution

After researching the differences of HOT BEANS restaurant as well as the owner’s spirit – “combination of Coffee & Restaurant”, they seek to create a heightened sense of enjoyment, harmony and satisfaction through appreciating all aspects of life experience, in particular by the lenses of: coffee & cuisine.

A notable point in the logo creation process of this brand is that the inspiration comes from the interior designs in the restaurant’s existing space, which is a mix of [FRANCE] and [ASIA]. The symbol of the HOT BEANS logo resembles a French door with curved lines, that hides a story behind – the restaurant’s inviting door, the harmony and balance between two halves from food & drink to people & experiences.

The brand’s new color palette was also developed based on the color palette in the interior space, we designed a new brand visual identity but still closely linked to the familiar things of HOT BEANS.