10.
2021
COC COC
2021
Course
Self-Development
Scope
Visual Identity
Intro
Cốc Cốc is a personal project to promote Hu Tieu Go, one of Ho Chi Minh City’s most beloved street foods, by blending tradition with a fresh, modern look.
Challenge
Hu Tieu Go is popular night food in Southern Vietnam, enjoyed mostly by students and the working class. The challenge was to design a look that captures this familiar, nostalgic vibe in a fun, modern way.
Solution
The name, “Cốc Cốc,” comes from the sound of metal pieces tapping together, commonly used by deliverymen to announce their arrival. This sound has become familiar to locals for many generations, calling people to step outside and order when he passes by. The wordmark, in Wanderlust typeface, nods to old Saigon billboards while keeping a modern feel. The accent marks were swapped for the metal pieces that recreate the “Cốc Cốc” sound. Using a dish holder visual, bright red, and yellow add energy and a street vibe, while the bold typeface keeps it youthful and eye-catching across printed materials.
