A lifestyle F&B brand capturing the energy of urban youth through a bold, expressive identity built to stand out.
(CHALLENGES) The challenge extended beyond aesthetics. In a rapidly changing market, Viettel Post faced increasing competition from both local and global players employing more sophisticated digital tactics. Despite its strong credibility, the brand appeared too corporate and distant, failing to connect emotionally with younger audiences, especially online shop owners. The rebrand, therefore, had to go deeper than a visual update: it needed to modernize, unify, and humanize the brand, preparing Viettel Post to stand confidently on the global stage while preserving its Vietnamese roots and trusted reputation.
• Brand Direction • Core Identity (Logo, Color, Fonts) • Brand Applications
Layơ Lab developed SONCA’s core concept around “Bloom Your Inner Energy”, defining the brand as a lifestyle expression rather than a conventional milk-tea shop.
(STORY) The concept guided a design direction focused on recognizability, rhythm, and character, allowing SONCA to be identified quickly within a high-noise market. SONCA’s narrative draws from the skylark as a symbol of personal voice and presence. The brand encourages young people to express who they are through small daily tea rituals. This story is not communicated through literal illustration but through a structured visual language where form, negative space, and typographic rhythm convey youth energy, freedom, and passion. The objective was to create an identity that feels contemporary, emotionally grounded, and operationally consistent across all touchpoints.
The logomark employs an abstract visual language through form, rhythm, and yin–yang contrast, evoking the image of a skylark emerging amid blooming fields of flowers.
(IMAGERY) This approach allows the logo to tell a new-generation story—instantly recognizable while fostering a lasting emotional connection with the audience. The system is designed to scale that allows the mark to extend naturally into patterns, key visuals, and spatial applications. SONCA’s identity functions as a unified, long-term system. The logotype and typography system are built on a contemporary Art Deco foundation, infused with street-level Post-Modern energy, balancing individuality, youthful expression, and long-term usability. Subtle variations—such as SmallCaps vowels and Cap-height alignment—add rhythm without sacrificing legibility. Its modern character is reinforced through the coloring treatment of letters’ counters, inspired by Post-Modernism and street culture, creates visual depth and reflects the free, expressive energy of a generation seeking individuality.
(Key features)
• Abstract negative-space logomark • Art Deco–inspired logotype and typography • Post-modern counter coloring • Dual-typeface system for expression and clarity
SONCA’s environment experience translates the brand identity into a physical environment. The space is conceived as an extension of the identity system rather than a separate decorative layer.
(INTERIOR) The interior which we collaborated with Lepoint DE. Concept emphasizes clarity, structure, and visual breathing room, reflecting the balance between solid forms and negative space found in the brand identity. Graphic elements derived from the logomark can be extended into wall patterns and environmental cues, while typography supports navigation, menus, and brand messaging with consistent hierarchy. The result is an urban, contemporary space designed for scalability across future locations.
