Work — HABECO · BFS Studio, Ho Chi Minh City

Bia Hà Nội— Tôi yêu Hà Nội

Client: HABECO
Industry: Food & Beverage
Services: Social Campaign Art Direction & Key Visual
Seasons: Two campaign seasons — a summer of the street, a Tết of the home
Year: 2021–2022
Credits: BFS Studio

Campaign poster — a trumpeter’s silhouette filled with the Hanoi skyline on yellow

( 01 )

THE BRIEF

Bia Hà Nội has brewed since 1890 and is a shared memory rather than a product decision — which is exactly the problem when you have to post every week for a year. The brand needed a visual direction and a content system that could carry a summer of street drinking and a Tết of family tables without becoming two different brands.

( 02 )

WHAT WE DID

We started from the city, not the bottle. A watercolour Hanoi — old quarter, Ô Quan Chưởng, Trấn Quốc, Long Biên and the new towers on one sheet — became the base of the “Tôi yêu Hà Nội” line. For Tết a gold motif set of clouds, chrysanthemum, apricot blossom, coins and mountains ran from post frame to gift packaging, and the beer foam itself became the picture frame. Same identity, different tempo: thematic key visuals, promotion mechanics, a year of always-on content, POSM and the merchandise that ends up on the table.

( 03 )

OUTCOME

Ran as an always-on social programme through 2021–2022, including the “Tôi yêu Hà Nội” platform, Tết content, promotion key visuals, POSM and branded merchandise.

( 04 )

THE WORK

Key visual — a Hanoi street scene with the beer range in the foreground — Key visual — the street

Key visual — a table of friends at a street-side bar — At the table

Key visual — a poured glass beside the product range — The range

Watercolour cityscape of Hanoi — old quarter, Ô Quan Chưởng, Trấn Quốc pagoda, Long Biên bridge and new towers on one sheet — A city painted in watercolour

Poster — a trumpeter’s silhouette holding the city inside it — The city inside a silhouette

Poster — portrait of the musician Quyền Văn Minh against the Hanoi skyline — Quyền Văn Minh and the skyline

Poster — double exposure, Turtle Tower inside the artist’s silhouette — Double exposure — the Turtle Tower

The campaign signature written by hand — The campaign signature

Moodboard for the content pillars — the scents, tastes and scenes of the city — Content pillars — the scents, tastes and scenes of the city

Community frames and the brand page

A band of Tết pattern in gold — clouds, chrysanthemum, apricot blossom, coins and mountains — A gold motif set for the whole season

The individual motifs pulled out of the pattern band — The motifs, pulled apart

Two versions of the pattern strip — gold and white — Two versions — gold and white

The pattern band at large scale, the lunar animal set inside the repeat — The repeat at large scale

Vị bia làm nên sắc Tết

A serif for the memory, a condensed sans for the shout

Baskerville carries the lines that want to sound like the city remembering itself; Bebas Neue carries everything that has to be read across a street — promotion mechanics, prices, dates. Both hold full Vietnamese diacritics at poster scale and at post scale.

Type system