Guta Cafe Vietnam
Logo
Guta is a smart and convenient chain of coffee stores targeting urban blue to white collar workers with the taste of a natural outdoor environment when coffee-ing. Their previous branding wasn’t reflective of anything special, nor was it standing out in the market.
From a Vietnamese verbal slang – a contraction of the French “/gout/gu/” and the Vietnamese “ta” – Guta means “our style”. M — N Associates took “our style” as the core spirit to develop a complete system based on urban common culture of outdoor coffee-ing. The iconic plastic stools provided the inspiration for Fonta, a custom font developed specifically for the rebranding. It’s used alongside Bungee (for headlines) and Roboto (for smaller text).
Following the rebranding, Guta successfully expanded into nearly 60 stores across Vietnam’s south and opened new child brands like Fruita, Phở Ta, Chợ Ta, etc.
Photography by Wing Chan, Lam Uy Huynh.
See the full case study at M — N Associates.
Store
The custom font – and its A in particular – was inspired by the shape of the plastic stools.
Glyph set of Fonta, the custom font made for Guta. Image by Duy — N.
Menu art direction.
Shipper uniform by Phi Pham & M — N Associates — Photo by Wing Chan
Merchandise — photo by Wing Chan
Store
