● ● ● 01 / Bun Bru Social Space

01/ Bun Bru Social Space

Brand Strategy, Visual Identity, Brand Expression, Packaging Development, Custom Wordmark, Brand Guidelines.

January 2026

A brand identity for a Vietnamese-inspired café and social space, built around a welcoming personality and a cohesive visual language across physical and digital touchpoints.

Background

A flavor of Saigon, where you belong. Bun Bru is a Vietnamese-inspired cuisine and social attraction designed for the youth of BSD Tangerang. The idea, inspired by Saigon's dynamic street culture and
Indonesian tourists' rising interest in Vietnam, promises to provide a unique cultural experience to the local eating scene. Bun Bru was designed to be a dynamic meeting place where students and young professionals could interact, relax, and enjoy
superb cuisine in an environment influenced by modern youth culture.

Insight

Great hangouts happen spontaneously.
The most memorable meeting spaces are often characterized by the unexpected situations that bring people together. Bun Bru is inspired by the vibrant social energy of Saigon's streets, and it celebrates the spontaneity that transforms an ordinary dinner into a communal event. .

Big Ideas

A spark of spontaneity.
Bun Bru creates a lively, varied visual identity that reflects the vibrant energy of Saigon's street culture. Sparks and star-shaped motifs become the central graphic language, complemented by expressive compositions that celebrate movement, spontaneity, and the joyful unpredictability of coming together.

Lockups & Colors

Bold by Nature.

Bun Bru's custom wordmark combines angular geometric forms with deliberately irregular proportions, creating a bold yet playful identity inspired by the energy of Vietnamese street culture.

Its slightly offbeat construction reflects the spontaneity of youth culture, while retaining a recognizable silhouette across different orientations and applications.

Solar Flare, the brand's signature orange, draws inspiration from the warmth and movement of Ho Chi Minh City and Jakarta. Paired with black and white, the palette creates a striking, high-energy visual presence.

Visual Exploration

Four distinct identity directions were developed and presented to the client, each exploring a different interpretation of Bun Bru's youthful, energetic personality.

Through variations in typography, form, and visual expression, the explorations examined how the brand could communicate approachability, spontaneity, and the vibrant character of street-side social culture.

The selected direction was further refined into a cohesive identity system across physical and digital touchpoints.

Letterforms

Expressive & Human.

Ga Tô is a custom typeface created specifically for Bun Bru. It’s designed to feel human and candid, slightly chaotic in an otherwise calm visual space. This contrast brings warmth, personality, and a sense of presence to the brand.

The name Ga Tô comes from the Vietnamese word for cake, while GATO is also a playful abbreviation of ghen ăn tức ở, a colloquial expression meaning “bursting with jealousy.” Together, the name reflects a light-hearted duality: sweet on the surface, with a cheeky edge underneath.

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Credits

Project Manager, Account Executive
(under Studio Parable)

Creative Direction, Brand Strategy, Graphic Design, Typography

Art Direction, Graphic Design, Illustration

Nasya Christiana
Michelle Lidya

Henson

Nana Rianti