TNBT

The Story

The Next Big Thing or simply known as TNBT is a coffee retail store that Super Group has set up in Vietnam, making its first subsidiary overseas cafe business venture in 2017. This unconventional branding effort was aimed to make the cafe stand out on the busy streets in Ho Chi Minh City, Vietnam. Before ideating on the brand concepts, I conducted independent online research to have an overview of the existing coffee and tea retail stores and concluded that there were not many brands using modern combination logotypes.

From Concept to Execution

This collaborative project started small between the marketing team and myself from conceptualisation to execution. Once the alignment was set when visualising the target audience and its tone, I proceeded to work on brand personality which is meant to exemplify a strong presence with simplicity and yet has a neighbourly atmosphere feel to it.

This branding effort also expanded into package designs, communication materials, apparel, and more.

Design Application

Cafe Soft Launch

After spending months working with an incredibly talented and culturally diverse team, this made me realise the importance of effective cross-cultural communications as the key to successful collaboration. And communication is not something that will just happen, it requires awareness, investment of time, and hard work to improve — it is a constant learning process.

Design Exploration: App and Website