TNBT

The Story

The Next Big Thing (TNBT) is a coffee retail store established by Super Group in Vietnam, marking their first overseas café venture in 2017. This unconventional branding approach aimed to make the café stand out on the busy streets of Ho Chi Minh City. Before ideating on brand concepts, I conducted independent online research to survey existing coffee and tea retail stores and found that few brands were using modern combination logotypes.

From Concept to Execution

This collaborative project began as a small initiative between the marketing team and myself, spanning from conceptualization to execution. Once we aligned on the target audience and tone, I focused on developing the brand personality, aiming to convey a strong presence with simplicity while maintaining a friendly, approachable, and neighborly atmosphere.

The branding effort also extended to packaging design, communication materials, apparel, and more.

Design Application

Café Soft Launch

After months of working with an incredibly talented and culturally diverse team, I realized that effective cross-cultural communication is key to successful collaboration. Communication doesn’t happen automatically—it requires awareness, time, and effort to improve, making it a continuous learning process.

Design Exploration: App and Website