Echoes of the Past
GIONG cafe logo, identity, and packaging
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GIÓNG
latest identity
Giong Cafe is a specialty coffee cafe that has been around since 2020. The cafe mainly represents Vietnamese quality and culture, and we can see that in the visual identity, which was designed by gm creative. Its founders, who were childhood friends, aimed to bring Vietnamese quality to everyone within 60 years by focusing on their products and services, space, and network. Giong Café has grown to four locations, three in Saigon and one in Nha Trang, and is now regarded more than simply a coffee shop but also a workstation and a meeting place.
Gióng name was inspired by the Vietnamese idiom "Gióng trống mở cờ" which literally translates to "Giong beats the drum and opens the flag". It refers to a heroic and patriotic act of bravery and selflessness in the face of danger or adversity. The idiom originates from a legend in Vietnamese folklore about a man named Giong, who was a weak and sickly child but grew up to become a powerful warrior. According to the legend, when the country was threatened by foreign invaders, Giong mounted his iron horse, wielded his iron staff, and charged into battle. He beat his drum to rally the people and opened the flag to inspire them to fight back against the invaders.
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