PHUC LONG COFFEE & TEA - A STRATEGIC BRAND REJUVENATION

By blending branding and design, we collaborated with Phuc Long Coffee & Tea, an iconic Vietnamese brand, to modernise its image while staying true to its tea heritage through a refreshed visual identity and innovative F&B interior design.

The Brief

The Phuc Long brand was losing its way in a highly competitive food and beverage market. Our task was to collaborate with the client to redefine its brand purpose and, based on the results, develop a completely rejuvenated visual identity, encompassing everything from the logo to packaging and store experience design. This culminated in the initial launch of the first of 3 ‘proof of concept’ stores along with the new visual identity system.

Our Approach

The old logo was simplified and refreshed to represent a bold new beginning for the brand, yet remaining familiar and recognisable. The old cup was reimagined as a tea cup to clearly reflect Phuc Long Coffee & Tea’s core tea expertise. The logo sits atop a completely redefined branding and design system that encompasses all aspects of the visual identity, including colour, font, patterns, illustration, iconography, communications, and photography.

Visual identity showreel showing all aspects of the new look

This very visible corner site on CMT8 was selected for the first concept store and completely remodelled with an energy-saving facade to allow natural light into the space while reducing heat loading. And at night, to create a wonderful view across all floors of the interior space from the street.

A Tea Master was introduced into the Phoenix flagship ‘proof of concept’ store to engage customers in the world of tea through interactive guided experiences using loose leaf tea displays, pour over and steeping preparation methods. An interactive experience to invite customers to discover the brand in a more personal way, bringing the new retail concept to life.

As part of our holistic design approach, the main bar was designed to be visually open, allowing customers to better engage with staff. The design features a natural ‘live-face’ sandstone front contrasting against warm bronze highlights and concealed lighting.

A soft palette of warm creams, terracotta and bronze metallics was selected to create a calming customer experience within the space. Visitors are guided to chill and explore with accents of greenscape and brand green highlights.

An exposed stair case makes a bold statement and visually connects the ground and mezzanine floors set off against a double volume feature woven wall with internal soft lighting

Local artists were tasked to create unique works of ‘tea-world’ art that bring splashes of colour and vibrancy into the space

Cosy corners were created to discover on every floor and made to accommodate various customer behaviours

Further reinforcing the brand’s refreshed identity, a new tactile double-layer cup with an embossed brand pattern was developed. Taking the customer experience from the store to the street.

Cosy roof top space comes alive at night for special events and chilled live music

Awarded 2 International TITAN Awards – GOLD Best Visual Identity Refresh and SILVER Best Rebranding to reflect new values or vision

Support on 3 seasonal campaigns with limited edition cups was provided

Further work is ongoing – to be continued…

Our collaboration with Phuc Long Coffee & Tea is a showcase of how branding can bring new energy to established names. By uniting branding, a deep understanding of your customers, design thinking, retail concept innovations, and F&B interior design, we created a holistic customer experience, one that sets the stage for future expansion.

Contact us to explore how we can bring your next branding and design project to life.