Bask, Hoi An
Brand guidelines, edition one, 2026
Good food done well. Simple as that.
Bask is a neighbourhood café in Hoi An. Brunch favourites you know and love, our own creations, and a few things you probably haven't tried before.
Fresh, high-quality ingredients, sourced locally wherever we can and prepared by our chefs every day. No conveyor-belt fruit bowls, predictable eggs or copy-and-paste salads. Signature coffee, house-baked bread, healthy juices, owner-picked wines, Vietnamese beers and a handful of signature cocktails. Good stuff, done properly, without taking ourselves too seriously.
Laid-back, social and welcoming. Somewhere you can drop in for a quick coffee, settle in for a long brunch, meet friends, work for a few hours, grab a drink, or end up staying much longer than planned. Cool without trying to look cool. Quirky, a little funky, and not like everywhere else.
Hoi An is a tourist town, and it's also home to locals, creatives, expats and travellers. Bask brings those worlds together: great Vietnamese produce next to dishes with an international influence, backed by a kitchen and service that genuinely deliver. Thoughtful, never over-curated. Quality, never pretentious.
Bask is part of the neighbourhood, not just a café in it. Our events are community-focused and a little bit different: art workshops, craft fairs for local artists, Friday sundowners, guest DJs and music we actually like.
Between the beaches and the Old Town, a stone's throw from three of the city's busiest gyms. Bask works for everyone.
Unhurried and easy. Nobody should feel rushed, in the room or in our posts.
Long tables, shared plates, friends of friends. We bring people together.
A little funky and a bit unexpected. A cup with legs is our mascot, after all.
Relaxed is not sloppy. The food, coffee and service are always on point.
Four marks, one family. The wordmark leads. The badge, sun and cup are its supporting cast. Every file below is a transparent PNG, ready to drop into Canva, a menu or a sign file.
Our primary logo. Hand-drawn, wobbly lowercase letters that look like they're lounging in the sun. Use it first and use it most: signage, menus, packaging, social profiles, merch.
Always lowercase. Never retyped. Use the file.
The letters stacked into a circle. Built for round and square spaces.
What we're basking in. Our accent and sticker. Not a logo on its own.
Someone diving head-first into a coffee. Our mascot and our attitude: get stuck in, take it easy.
Keep a clear zone around the wordmark equal to x, a quarter of the logo's height. No text, edges, other logos or busy details inside it. For the badge, x is a quarter of its diameter.
The logo should always be easy to read. These are the combinations to stick to.
The letters already have all the wobble they need. Leave the files as they are.
Inspired by sand, sea and sun-kissed afternoons. Sandy Shore is the base, Blue Bliss is cool and coastal, Cheeky Coral is the playful pop.
Supporting colour for small text and one-colour print.
Tap a HEX code to copy it. CMYK values are from the original brand guide. Ask the printer for a proof before a big run.
Use colour generously but keep things light and breathable. Sandy Shore and Blue Bliss do the heavy lifting, Ink is for small text, and Cheeky Coral is for highlights and accents: a sun, a sticker, a callout. Never a big background.
| Combination | Body text | Headlines and logos (24 px +) |
|---|---|---|
| Ink on Sand | yes | yes |
| Ink on Coral | yes | yes |
| White on Blue | yes, 18 px + | yes |
| Blue on Sand | no | yes |
| Sand on Blue | no | yes |
| Coral on Blue | no | no |
Our headline font. Hand-drawn and playful, a match for the logo. Use it for headlines, menu highlights (dish names), and short statements and callouts. Keep headlines short, punchy and easy to read, like a good beach sign. Never long paragraphs.
Free Google font, already built into Canva.
Our body font. Clean, readable and still friendly, balancing out the playful headlines. Use it for body copy, menu descriptions, prices, captions and small print. It supports the message without stealing the spotlight.
If FS Nokio isn't available (in some Canva accounts, for example), use Quicksand Medium.
Write in sentence case. No all-caps headlines. Left-align body text; centre only short lines on posters and signs.
Illustrations should feel hand-drawn, imperfect and fun, like doodles made while waiting for your coffee. Use them to add warmth, guide the eye and bring a smile. Less polish, more character.
bring a friend
Rotate it, scale it, crop it off the edge of a page, scatter one or two as stickers. It's the only element allowed to spin.
Never crop the legs or the splash. Keep it upright with room around it. One cup per layout.
One or two elements per design. If the photo is the star, the elements should step back.
Real people, real food, real light. Our photos should feel like you pulled up a chair.
Friendly. Light. A bit cheeky. We talk like a friend you meet for coffee: relaxed, warm and never trying to impress. Short sentences are good. Smiles between the lines are better.
Short sentences, everyday words. If you wouldn't say it out loud, don't write it.
"Sourdough baked this morning" beats "delicious artisanal bread".
A bit of fun is welcome. Puns, sparingly. Emojis, one at most.
we're bask, lowercase, in the logo. in writing it's Bask with a capital B.
bask in it.
Takeaway cup
Coasters
Staff tee
Cap
Hoodie
Socksbask merch should feel like something you want to wear or use, not just a logo slapped on an item. Think beach souvenirs you keep long after the trip.
Simple designs, soft colours and playful placements work best. If it feels too serious, it's not bask.
Everything in one place. Grab the full pack, or just the file you need.
All logos are transparent PNGs. FS Nokio is a licensed typeface: install it on Bask devices only and don't share it outside the team.