A Philosophy of the Moment · Experiments in Expression · In Việt Nam · The Muse

Naming, concept and brand identity for NUK Cafe in Phnom Penh

Nuk Cafe, Design by DK 2014
Nuk Cafe, Design by DK 2014


Client:
NUK Cafe
Work: Concept, Naming, Brand identity + consulting on interior design
Location: Phnom Penh
Year: 2014

Naming, concepting, and brand identity design. ‘NUK’ came about as a name idea after a series of serious conversations, and a visit to the architectural site. A section towards the back of the first floor seemed well-suited to holing up with a great paperback. That’s how we found our way to the name ‘NUK,’ a play on ‘nook, but minus the visually awkward double ‘o.’

Fewer letters—heck, even just an ‘N’—made for a versatile motif that one could just take in as a total image (that’s what a logo mark is, more than ever, just an impression, not a ‘word’ to be read—who has time to think?). As soon as we presented the name idea to our clients, three people got on cell phones and called friends in Vietnam, Thailand, and even further afield via Line and WhatsApp. ‘How does that sound? Does it mean anything bad? No? Good.’ Nuk fit. Snug.

Many times designers will do what you tell them to do. But you two would not. You would say, ‘No. That’s not a good idea, and we’re not gonna do that.’ That was new. You made us think, and in the end, we got to a stronger design together. Thank you. —Kenneth Hui, NUK Cafe

NUK opened on Street 154, and our clients invited us to sample the ice cream. Last we heard, they’re gearing up to open a second store.

16N · Experiments in Expression · Found in the Field · In Việt Nam

Guest post: ‘Skipping the awkward get-to-know-you-phase’

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A guest post today from Sarah Rhodes. Sarah had joined us at ‘N’ Phnom Penh, and reflects on that experience. 

WHEN I FIRST moved to Siem Reap, I was attending a lot of different events to meet different people and try and find my place and friends in a new city.

It was at one of these events where I met [DK], who was hosting ‘N’, an event that sounded a bit interesting, and although we didn’t get to talk directly, it was a few days later that we ended up having a great chat watching the sunset on a rooftop in Siem Reap town.

Whether it was the first meeting or the sunset chat there was no doubt that the connection had been made, so when I was visiting Phnom Penh in April last year and it coincided with the ‘N’ event, I considered myself very fortunate.

Sunset

It was during this visit that I realised the other attendees of the event had also had similar encounters with [DK], so it was no surprise that when we all arrived for this event we found that we automatically connected, as we had one main thing in common. The way the event was organised was well thought through; from the personal invitation, individually crafted official invitations, creative activities which with facilitated conversation beyond the usual ‘who are you?’ and ‘what do you do?’.

WHEN WE MET, it was like we didn’t have a long awkward get-to-know-you phase, it was easy to chat and talk about less usual things. I met many interesting people that night. I now have friendships with people in Phnom Penh from ‘N’, after all a friendship is formed by first talking with someone, and then talking with them again. —Sarah E. Rhodes (@saraherhodes)

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16N · A Philosophy of the Moment · In Việt Nam

What’s normal? by ‘N’ Phnom Penh

Editor’s note: Guests of ‘N’ in Phnom Penh authored this essay, together. Read more about the project 16N here.

IN 2015, GIRLS WEAR PANTS, suits, have pixie hair, tattoos and even chase men. These are now normal.

Other normal situations are validated only when backed up by science, like what is a normal blood pressure? The rest are subjective. As Morticia Adams quoted: “Normal is an illusion.”

But… is it? Normal is something that has already been done, many times. The more something has been done, the more normal it is. Actually, there’s more. Way.

THE NORMAL DISTRIBUTION CURVE IS A GRAPH which shows the spread of random variables, or behaviours, in a population. It centres around the mean, or average, which is the sum of all expected behaviours divided by the population. 99.7% of all values are within 3 standard deviations of the mean. Like this:

Normal Distribution Curve
Normal Distribution Curve

When very recently I met with and tried to explain this concept of “normal” to DK, it was, um, funny. She didn’t quite know what I meant.

She had, I think, her own idea about ‘N.’ She said: “You mean, like the normal vector? Like, 90 perpendicular to the horizontal? And then when 16 voices converge, wham, on a plane, like this, see this animation? Yeah, like that, so when wham, that happens, that MOMENT, that’s when, whoo, you go UP, into SPACE, like 3D, like up the vertical that is the “NORMAL” vector!!! OMG!!!!”

Not quite, DK, but, that’s cool.

Then I thought, Morissey.

Morissey
Morissey

MORISSEY SANG ‘there is no such thing as normal’; a statement I believe and find comforting, in that I repeat it frequently whenever the need arises.

However, in recent years I have become more aware that a CONSTRUCT of normality exists, and if you don’t neatly fit into this, then prepare for questions!

‘We don’t have to agree’

NORMALITY IS WHAT YOUR ENVIRONMENT expected you to do or think, the referent environment mostly has referent expectation. With that in mind, here’s a thought.

We don’t have to 100% agree to someone, as long as we can find a common ground that’s acceptable to both sides. You get yourself an agreement. They said it right when they said: “Better communication skills will get a better outcome.”

May I be frank? Okay, these are my random innermost thoughts. Ready? I’ve never met a person who feels normal. Abnormal is normal. Normal for who? Dehumanizing in any culture is not normal. I don’t want a normal job or relationship. Describe life as vibrant, sticky, juicy, challenging, fluffy… my ideas about normality are negative. Is that my “normal” thinking pattern? Hm. Now I’m wondering.

Maybe it’s this, though. Normal is when we can live simply. Read books whenever we want to without being tested on. Paint because we want to, not because we’ve got something to prove. Enjoy the moment with no place to rush off to. We just want to be, boundless and infinite… Or? I’m still thinking…

—N

P.S. Some other things that came up after the event last Sunday, as I’ve been ruminating. Normality. Like the rest. Falling within a deviation determined by cultural narratives, science and, most importantly, perception. Normal shifts based on country, decade, household… Constantly changing, ever imperfect. It is those ideas and people outside the spectrum – that are abnormal – that are often responsible for greatness.

And this one: Normality. A quality that can only exist in reference to other things – the past, other people, abstracted rules. A quality of the self-conscious ‘I’ rather than the present ‘I.’ As a substitute for balance, it’s a quality forever at war with itself.

What do you think? What’s normal? Why do we think so?