'Vietnamese coffee isn't just about caffeine - it's cultural. It's about slowing down, sitting with people, and really savoring the moment'. Vietnam is the world's second-largest coffee producer, specialising in the low acidity Robusta bean, which are known for their strong, bold flavours and higher caffeine content. The central highlands in Vietnam produce 95% of these beans, and so this is where the brands story starts. The central highlands have a rich tapestry of diverse ethnic groups, many sharing the tradition of the Rong house - a communal stilt house that serves as the centre of village life for many of these ethnic groups.

For this concept, a comprehensive brand guidelines were created to support the brand through print products, including signage, packaging, and merchandise. The visual identity aims to bring these pieces of Vietnam’s central highlands and it’s rich coffee heritage into the gritty urban environment of Hackney.