Tram reimagines the cultural essence of a station - where journeys, emotions, and ideas converge - through an immersive visual identity

Tram draws its essence from the profound notion of a “station” — a place where strangers become fellow travelers, where the rhythms of life momentarily soften, allowing for emotional reconnection, physical rest, and sometimes, the quiet ignition of a new idea. With its visual language shaped by the arched roof of a train station, the intertwining tracks like veins of movement, and a walking Vietnamese phin filter as its mascot, Tram does not merely reference cultural memory — it reimagines it through a fresh, immersive aesthetic.

In this project, Bracom stepped not only into the role of brand designer, but also as storyteller - weaving a station of the soul through visual narrative. From strategic positioning to crafting the identity system, logo, packaging, mascot and the brand’s entire visual ecosystem, the mission was to build a cohesive, emotionally resonant world - one that can thrive in both the creative imagination and the pragmatic reality of a multi-location coffee chain.

The creative strategy revolved around redefining the idea of a "station" not as a physical stop, but as a mental pause. A place of inspiration. A place where ideas land, rest, and soar again. This poetic vision was translated into a dual strategy of visual symbolism and emotional storytelling.

Drawing inspiration from transportation architecture, Vietnamese coffee heritage, and modern graphic design systems, the brand bridges practicality with sentiment, clarity with warmth. Tram becomes a metaphorical transit for creativity and connection, inviting users not to just pass by – but to dwell, feel, and start again.

For more information on the design, visit Bracom's website or follow them on Instagram .

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