Sorai Cafe

Sorai Café (or Cafe on logo) is a concept-driven café brand inspired by the fusion of Vietnamese flavors with modern dessert culture. This project focused on developing a visual identity and business strategy. The goal was to create a unique and "at-home" experience that blends traditional influences with contemporary aesthetics to attract a young and culturally engaged audience. The process began with research into Vietnamese coffee culture, street desserts, and the emotional familiarity tied to casual, everyday cafés. From there, I explored how modern dessert branding often leans minimal and trend-driven, then worked to balance those two worlds without losing authenticity. This guided decisions across typography, color palette, and brand voice. I experimented with type that feels approachable but structured, paired with visuals that hint at Vietnamese ingredients and textures without being overly literal.