ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Typefaces / Font Systems / Single or Series
Annual ID
ADC_TYP20_014B
About the Work
From a Vietnamese verbal slang, "gout/gu/" in French and "ta" in Vietnamese, Guta means "our style". Started from the most common culture of Vietnamese, street-coffee, the concept looks into 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 combined with all surrounding environmental elements & people behaviors. We have delivered a unique system of visualization representing every character sitting on the chair, together with a custom font inspired from the chair for Guta's child brands. After rebranding, Guta successfully expand into nearly 60 stores over Vietnam's South and opens new child brands like Fruita, Phở Ta, Chợ Ta as well as resulting a local media hit of heritage modern culture into branding successfully.
2020 Awards
Total Points: 10
Bronze Cube
Credits
Design Firm
M-N Associates / Ho Chi Minh City
Art Director
Anh Nguyen
Creative Director
Duy Nguyen
Designer
Quan Nguyen
Phi Pham
Photographer
Wing Chan
Lam Uy Huynh
Hau Le
Account Team
Lan Mai
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