Brand Strategy & Identity for ‘Mai And I’, a Vietnamese-Inspired Japanese Coffee Shop

Scope of Work

Brand Identity

Content Planning & Calendar

Print Design

Cultural Localization

Digital Ads

Overview

Mai And I was created to introduce the richness of Vietnamese coffee culture to Osaka through a modern, approachable café experience. From the outset, the goal was not simply to open another coffee shop, but to create a brand that celebrates Vietnamese heritage while resonating with local Japanese consumers and international visitors alike.

Nu Ground partnered with the founders from day one, leading the project from market research and brand strategy to visual identity, content planning, and launch campaigns.

The Challenge

While specialty coffee continues to grow in Japan, Vietnamese coffee remains largely underrepresented. The challenge was to position Mai And I as both authentic and contemporary: celebrating its Vietnamese roots without feeling inaccessible.

The brand needed to:

Differentiate itself within Osaka's competitive café scene
Introduce Vietnamese coffee culture to new audiences
Build a recognizable identity from scratch

Research & Strategy

We began by researching Osaka's specialty coffee landscape, consumer behavior, and emerging café trends. We analyzed local competitors, customer expectations, and how Southeast Asian food and beverage brands were positioning themselves in Japan.

Our findings revealed an opportunity to position Mai And I as a cultural bridge: offering not only coffee, but a welcoming space for discovery, connection, and conversation.

Brand Identity

The identity for Mai And I was inspired by the warmth, and everyday rituals of Vietnamese coffee culture. At its core is a custom typographic logo featuring the mai flower, a symbol closely associated with Vietnam and new beginnings

Combined with a refined visual system and thoughtful brand storytelling, the identity celebrates Vietnamese authenticity while appealing to a modern audience in Osaka.

Mascot

The 2 mascots represent the two sides of the shop's personality: the quiet reflection of a phin coffee moment and the vibrant joy of a blooming mai flower.

Brand Application

To create a cohesive brand experience, we extended the visual identity across a range of physical touchpoints, including custom hot and cold cup designs, branded cup sleeves, menu systems, and merchandise.