Opened in December 2020 and nestled in the heart of Ho Chi Minh City, Ambrosia Cafe Bistro is an up-and-coming cafe serving local Vietnamese and fusion cuisine.xolve was approached to create this brand from the ground up as a full-scope project. Starting from scratch, our team worked on naming, brand identity, key visual development, brand application, and managing the interior design process. Our objective was to create a cohesive design concept that sets Ambrosia apart from every other café in Ho Chi Minh City.The solution began with the naming strategy. ‘Ambrosia’ has its origins in Greek mythology, where the term is used to describe the food and drink of the gods.Canary yellow is paired with orange and deep-sea green for a captivating analogous color scheme. The three colors together connote life, energy, and creativity, creating a positive and welcoming aura for the café.We designed the key visual in two different colorways in order to accommodate more possibilities for brand application. This visual plays with abstract shapes and distorted perspective inspired by the fluidity of smells and tastes, and is applied on the menu, across all takeaway packaging, as well as within the interior design of the cafe.For the logo, we kept things simple so that it could be easily recognizable. However, we still wanted to incorporate the principal idea of flow and movement into the design.The letter ‘a’ is designed to mimic the fluid effect used in the key visual, and the slight tilt of the ‘o’ depicts a playfulness that ties into the brand’s goal to appeal to a young and trendy demographic.Ambrosia’s photography was visually directed by the xolve team. We conceptualized the photos to have high contrast, bright colors, and hard shadows, which are intended to emphasize the color and texture of the food and drinks. The goal of the lighting and color design is to express the sensation of bold flavors and smells permeating your senses.

X.CERPT A spot that refines the nightlife. A sprightly atmosphere alongside culinary flair. A private place to meet like-minded people. In an effort to become the ideal venue for every night out, Bar Son introduces the vibe-dining concept to Vietnam. Located at the dynamic Ba Son, the bar gets inspiration from Sai Gon City’s historical maritime heritage site, naming itself “Bar Son” to play on the word. Our goals are to build a long-term strategy and develop an identity system that distinguishes Bar Son.  X.PLORE After conducting research, we divide the industry positioning into two directions. One focuses on functional value, which is the vibe-dining bar category, while the other leans toward emotional attributes with an emphasis on the high-profile Ba Son area. Combining two approaches, xolve positions the bar as “The must-visit vibe dining in Ba Son”.  X.TEND We create a ligature in the logo to connect the letters “R” and “S”, denoting the concept “A bar that raises the bar” - which means raising everything to a new standard. The color palette is a combination of dark green, grey, black and white, striking a balance between power, mystery, and sophistication.  X.PRESS Our next focus is the simple yet versatile key visual called the “Bar Son logo strip”, which is subtly blended with the background by luminosity to minimize obstruction and distraction. This becomes a recognizable brand asset in conjunction with the logo.  X.ECUTE During the last few months, we have had the opportunity to see the bar from the initial concept to welcome its first guest. The lively vibe in heart and the good food in hand - Bar Son is here to change your whole night out.

Befriending farmers since 1990, Hoang Dung has defied the common prejudice that fertilisers are harmful to the environment while proving a co-prosperity is possible. The 30-year journey of manufacturing, importing and distributing organic products has recognised the brand for its dedication and quality. Racing in the era of changes, Hoang Dung desired to further its appeal to its growing younger and more diverse demographic while moving its budget-friendly positioning to a more premium price segment.  At the centre of the new identity, the brand mark has been designed to be as flexible and adaptable as possible for its many different applications, with an interplay of shapes. The negative round shape on the top left corner alludes to the sun, which works seamlessly with the projection-like pattern below – the bevelled slashes embody sunlight and growth, with a touch of dynamism and liveliness. In addition, the configuration of the brand name creates a right angle, presenting the firm standing as a pedestal for customers’ success.  Our design team also employed a contrasting, eye-catching use of colour for the new visual system. A warm, vivid colour palette of red and yellow forms the primary brand hues, while colder and more neutral tones like green, purple, blue, and grey act as complementary colours. Archivo is the primary brand typeface. Working in harmony with other graphic elements, it conveys a balance of modernity, trustworthiness and subtle confidence.  With a more in-depth focus on the quality of its products, the new visual identity highlights Hoang Dung’s mission, manifesting the idea of bringing vital energy and complete protection for a bumper harvest. Diagonal crosses tie all constituent parts of the brand together, from the brandmark to imagery and iconography, which mirror the company’s values: generative, responsive and professional.