Overview
Cason was born from a deep passion for introducing a distinctive Vietnamese flavor to the world. Built upon premium local ingredients and a commitment to developing Vietnamese agricultural products, the brand seeks to celebrate the richness of Vietnam through a contemporary beverage experience. More than a beverage chain, Cason represents a journey of cultural appreciation, offering young consumers a space where tradition, authenticity, and modern lifestyles come together.
Inspiration
The project draws inspiration from Vietnamese lacquer art, a cultural symbol admired for its uniqueness, craftsmanship, and enduring beauty. Just as lacquer has evolved from a traditional craft into a contemporary artistic medium, Cason reinterprets local flavors through a modern lens.
Concept
Inspired by the harmony and distinctiveness of lacquer art, the brand experience was designed to engage multiple senses. Through carefully selected local ingredients and meticulous brewing techniques, Cason creates beverages with layered flavors that reflect the vibrant, sophisticated, and familiar character of Vietnamese culture.
Through Cason, traditional Vietnamese ingredients, craftsmanship, and cultural values are transformed into a contemporary experience for a new generation. The project celebrates the beauty of local identity while sharing the spirit of Vietnam in a way that feels authentic, engaging, and relevant to today's global audience.
Have a Taste of Vietnam.
Credit
ANDY HO — Executive Creative Director
VAN DUC HOA — Project Manager
KHANG HUYNH — Project Assistant
NHU TRUONG — Project Assistant
MINH DOUBLE — Brand Designer
KHANH KHUAT — Brand Designer
TUNG DO — Motion Designer
VY PHAM — Motion Designer
DAT VU — 3D Visualizer
CASON'S TEAM — Photography
Scope
Logo Design
Visual Identity Design
Packaging Design
Client
Cason Caphe
Country
Vietnam