Guta is from a Vietnamese verbal slang, from “gout /gu/” in French and “ta” in Vietnamese, together stands for the term “our style”. Representing for Guta’s brand spirit, they proud to serve a decently good strong Vietnamese coffee. From the most common culture of Saigon, street-coffee has become a fundamental habit of not just Saigonese but also Vietnamese. Beneath the habitual culture, there’s always a “plastic chair”, small and convenient to setup anywhere to become a small coffee shop.

The graphic system was taken over by the iconic chair as center combined with all surrounding environmental elements & people behaviors. All together, creating a complete unique “style” for Guta and echos what the brand comes from.

Inspiring from iconic Vietnam Social Security propaganda poster hanging everywhere around the country, the blue and yellow combination palette was adapted for Guta. The color palette choice played as a principle role to represent the idea “a friend of every worker” like the poster’s slogan.

Here’s the usual habit for kicking start of the day for everyone who loves street coffee. They sit on a plastic chair somewhere shady and surrounding with greens, with a cup of coffee and a newspaper. After finishing their news and coffee, they started hanging out or ready for work.

The halftone printing effect on newspaper was regarded as communicating visualization for the brand and echoed different characters who sit on plastic chair around the country, from office worker to lady hawker. All together, reflecting a unique yet familiar culture of Vietnam street coffee for Guta philosophy.

Every stroke of the 29-letter alphabet and the Vietnamese diacritic system was carefully crafted to capture the spirit of street culture, transforming the humble plastic stool into a distinctive and intentional design language.

We completely renovate art direction and communication design inspired from the hole on top the plastic chair, giving the menu a refreshing presentation for in-store, website and even printed takeaway ones.

Designed for the heat, the hustle, and the open air, the uniform combines a 4D lightweight T-shirt with relaxed shorts. Minimal, breathable, and easy to move in — made for comfort without compromising the iconic GUTA look.