Blending geometric heritage with a playful vibe for Vietnam’s premium ice cream brand
(2024)
Custom Typeface, Collaborated with Bloom Creative
For Celano
Celano was ready for a fresh chapter. Under the creative direction of Bloom Creative, the brand set out to connect with the Gen Z audience. The goal for the custom typeface was simple. It needed to be the brand’s primary voice, playful and full of energy, but still grounded in that Vietnamese nostalgia that defines Celano's roots.
Old brand images & packagings
The original brief from Bloom pointed me toward the hand-painted 1980s Saigon street signs. But as we dug deeper into the archives, I saw an opportunity to go further. I found a beautiful alignment between those 80s and the geometric Art Deco aesthetic of the Foire de Hanoi posters.
Originally sources from The Lost Type Vietnam (now known as Lưu Chữ)
The exploration of letter /a
Design details of some letters
Oh letter /g, how I love to play around with it more than with the /a
The design approach focused on embracing the diversity of individual letters rather than aiming for uniformity. We then expanded the typeface into 6 styles, including Italic, to accommodate a range of applications.
Celano Sans
Regular
Celano Sans
Bold
Celano Sans
Italic
Celano Sans
Bold & Bold Italic
So, what does all this careful blending of history and playfulness achieve? Let's sneak peak into some applications.
Celano event's image on social media
Now what is that? Actually it's quite cute
A screenshot of some new packaging. I'll be honest, the designs here is definately not perfect. But hey, they reached the goal of aiming the Gen Z audience.
Credits
Design Studio: Bloom Creative
Art Director: Kuro
Project Manager: Lana
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