Graphic system
Brand's visual motifs
Vietnamese is an endless source of inspiration for Pao Cafe’s visual motifs.
Inspired by the rhythmic curves and tonal marks of the Vietnamese script, we created a set of motifs rich in energy and movement. These details not only reflect the cultural identity of Vietnam but also bring freshness, modernity, and vitality to the brand.
Subtle Pattern
The pattern retains its original color but with reduced opacity (5–8%) to create a subtle effect on the Ivory background. This way, the motifs remain visible without overpowering the main content. This treatment is suitable for use as backgrounds in printed materials, websites, slides, etc.
Additional graphic elements
Pao Cafe’s supplementary graphic system is developed from its core visual strokes, creating a distinctive and recognizable set of icons. Symbols such as coffee beans, milk drops, tea leaves, pastries, and cups are stylized from the brand’s patterns, ensuring consistency and unique identity. They serve as supportive elements that add rhythm and highlights, and can be flexibly applied across packaging, social media posts, or decorative elements within the café space.
Oval shape
The oval is the key visual element in Pao Cafe’s identity system, derived from the logo mark. It embodies softness, modernity, and flexibility, ensuring consistent brand recognition.
In practical applications, the oval can be used in various ways:
As a photo mask: creating smooth, unique frames that make images stand out while staying consistent with the brand.
As a shape for text placement: highlighting key messages on posters, social posts, or packaging.
As a graphic accent: ovals can be layered, cropped, or color-filled to add rhythm and visual balance to layouts.
Thanks to this versatility, the oval becomes a graphic element that can appear across all brand touchpoints, from social media and advertising materials to packaging and store interiors - delivering strong, cohesive, and vibrant recognition.
Applications
Similar to the principles of color combination, primary and secondary graphic elements are rarely used directly together. Instead, each graphic element typically stands alone or is paired with variations in tone, layout, or neutral colors to highlight its unique visual value.
This approach helps maintain elegance, avoids visual conflict, and ensures that each element has the space to fully convey the spirit of the brand.
Incorrect usage
Iconography
The Pao Cafe icon system is applied to support communication and enhance the brand experience across different touchpoints. Icons are used to illustrate key information in menus, digital platforms, and printed materials, making content easier to understand while adding a consistent visual layer to the brand.
They may also be applied decoratively in layouts to bring warmth and character, but should always maintain clarity, consistency in line weight, and alignment with the brand’s refined yet approachable spirit.
