Xay Xo Smoothie Bar
Brand Strategy, Visual Identity
Brand Strategy, Visual Identity
Proving that healthy can be fun.
Alice had been living in Singapore when the idea took shape. She was watching people grab Boost Juice between meetings, treating nutritious food as something convenient and joyful rather than austere. She came back to Vietnam with a clear product vision: takeaway smoothies that were actually nutritious, different from what the market was providing, which was cheap blended fruit.
Alice had been living in Singapore when the idea took shape. She was watching people grab Boost Juice between meetings, treating nutritious food as something convenient and joyful rather than austere. She came back to Vietnam with a clear product vision: takeaway smoothies that were actually nutritious, different from what the market was providing, which was cheap blended fruit.
The strategy session
We dug into who we are actually serving. "Health-conscious people" is too broad of a niche that it loses all meaning.
We mapped the customer matrix, defined brand attributes, and landed on three words that had to be true in everything: modern, vibrant, purposeful.
The final positioning was Blended goodness in a cup. This became a guiding policy for every decision that followed.
The strategy session
We dug into who we are actually serving. "Health-conscious people" is too broad of a niche that it loses all meaning.
We mapped the customer matrix, defined brand attributes, and landed on three words that had to be true in everything: modern, vibrant, purposeful.
The final positioning was Blended goodness in a cup. This became a guiding policy for every decision that followed.
The strategy session
We dug into who we are actually serving. "Health-conscious people" is too broad of a niche that it loses all meaning.
We mapped the customer matrix, defined brand attributes, and landed on three words that had to be true in everything: modern, vibrant, purposeful.
The final positioning was Blended goodness in a cup. This became a guiding policy for every decision that followed.
3 stylescapes: Exploring 3 flavors of fun
3 stylescapes: Exploring 3 flavors of fun
Exploring 3 flavors of fun
The Harmonious Blend is soft, warm, approachable. The Zealous Companion is bolder, more structured. The Funky Boost is energetic, slightly non-conformist, like a kid who sees the world differently. Alice gravitated toward the Funky Boost but wanted to soften the intensity.
The Harmonious Blend is soft, warm, approachable. The Zealous Companion is bolder, more structured. The Funky Boost is energetic, slightly non-conformist, like a kid who sees the world differently. Alice gravitated toward the Funky Boost but wanted to soften the intensity.
So we combined the energy of the third with the palette of the first.
So we combined the energy of the third with the palette of the first.
The logo needed to create an "aha" moment.
An "aha" moment.
It's a cup that looks like a fruit, with a face that smiles at you. The icon sits inside an organic blob shape that shifts across product lines, creating the same mark with four different personalities.
It's a cup that looks like a fruit, with a face that smiles at you. The icon sits inside an organic blob shape that shifts across product lines, creating the same mark with four different personalities.
The identity was built to scale:
The identity was built to scale:
The system was color-coded by product line: the brand stays consistent while the color does the differentiation work. Applied across packaging, cups, social media, and marketing materials so that everything designed to be manageable by a small team without a designer on call.
The system was color-coded by product line: the brand stays consistent while the color does the differentiation work. Applied across packaging, cups, social media, and marketing materials so that everything designed to be manageable by a small team without a designer on call.
"Working with Khanh was a straightforward and enjoyable experience from start to finish. She excelled in understanding our brand ethos and translating it into an appealing and cohesive identity."
Alice Le, Owner, Xay Xơ Smoothie Bar