Atypical Packaging Design by Behalf Studio

Not Your Typical Cup of 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 prominently features a custom typeface inspired by the iconic “Khoan cắt bê-tông” (“Concrete drillers”) vandalism.

Atypical Packaging Design

Atypical Packaging Design

Name cards for Atypical.

The main surfaces of the brand’s packaging system & collateral feature photographic images of the walls found across Saigon, something that is familiar yet, upon closer inspection, utterly peculiar.

Atypical Packaging Design 1 Atypical Packaging Design 1

Set of three flavors for Atypical, inspired by the different neighborhoods of Saigon.

By utilizing HP Indigo’s latest technologies, each label design is transformed into a series of assorted, collage labels that speaks to each individual fragmented perception of the city we inhabit.

Atypical Packaging Design Atypical Packaging Design

Atypical Packaging Design

The labels feature iconic walls from the neighborhoods that the flavors are named after; and we tell the stories related to those neighborhoods, with the hope to bring the city closer to our drinkers.

Atypical Packaging Design

Atypical Packaging Design 5

Follow the designer:

Atypical Packaging Design by Behalf Studio
Brand identity: @behalf_studio
Creative director: Giang Nguyen
Designers: Minh Nguyen, Phong Pham
Producer: Ha Doan, Linh Duong
Project manager: Thu Doan
Brand photography: @duonggiahieu
Production company: Hoang Ha Label / QLM Group

Website: https://onbehalfof.studio

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