OVERVIEW

East West Brewing Co. is a craft brewery and restaurant based in Ho Chi Minh City, Vietnam. As the first American-style craft brewery in District 1, the founders wanted a brand identity that honored their San Diego roots while embracing their new home in Vietnam.

I was brought in to develop the company’s initial branding and visual identity, creating a foundation that would define how the brand appeared across physical spaces, packaging, and customer touchpoints.

CONCEPT & PROCESS

The brand concept centered on the idea of connection between two cultures. The goal was to blend the spirit of Southern California craft brewing with the energy and character of Vietnam in a way that felt timeless, bold, and memorable.

The visual identity needed to feel as fresh and authentic as the beer itself while remaining versatile enough for a wide range of applications including packaging, signage, merchandise, coasters, and environmental branding.

We explored multiple logo directions and refined several strong iterations to find a solution that resonated with an international group of stakeholders while maintaining clarity, scalability, and long-term brand strength.

ROLE

Creative Director and Lead Brand Designer, responsible for brand strategy, identity development, and guiding the visual system across all applications.