Sip into the flow

Trung Nguyen Legend's message about Philosophy Coffee and Energy Coffee is crystal clear—they aim to provide top-quality coffee while inspiring young people to embrace creativity and entrepreneurship.

However, the current execution of their brand identity is convoluted and lacks coherence across different touchpoints. This disconnect makes it challenging for customers to grasp the brand's essence at first glance.

Trung Nguyen Legend excels in conveying its core messages of "Philosophy Coffee" and "Energy Coffee." These concepts not only highlight the commitment to delivering the best coffee quality but also aim to inspire young individuals to be more creative and entrepreneurial.

The Challenges of Complexity
The current logo and accompanying illustrations are overly complex, potentially hindering immediate understanding and recognition.
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The Struggle with Consistency
There's a noticeable inconsistency in how the brand is executed across different touchpoints. This inconsistency can lead to confusion and dilute the cohesive brand identity.
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The Gap in Brand Awareness
The existing levels of brand awareness do not sufficiently communicate the brand's intended inspiration and alignment with its core values, which could affect the brand's overall impact and reach.

Competitor brands exhibit consistently strong brand identities across all touchpoints, effectively executing clear and engaging messages through visuals. They offer unique signature drinks exclusive to their brands and seamlessly integrate brand messaging across spaces, products, and packaging.

These brands utilize compelling visuals for both online and offline platforms, capturing audiences' attention. Their youthful and appealing merchandise attracts a younger demographic, enhancing their appeal and market reach.

Additionally, the localization of each branch fosters a sense of community connection, further strengthening their market presence and customer loyalty.

Introducing "Sip into the Flow," our creative platform where each sip of our coffee guides you into a state of Flow. Research shows coffee anchors the mind, enhancing focus and presence. Inspired by the Flow state, where immersion boosts performance and creativity, our coffee helps customers achieve heightened focus and unlock their full potential.

A fusion of elements – the limitless form symbolizing the ‘Flow state’ and the iconic Vietnamese coffee drip drop and the first letters of our brand name.

From the moodboard, we came up with this logo sketch, which is the combination of the coffee drip and the 3 letters of the brand name.

At first glance, it may evoke images of a map, a drop, a harmonious blend of diverse elements, or whatever people can imagine. Our goal is straightforward yet deeply meaningful: to spark creativity in every person, breaking barriers and opening the doors to boundless imagination.

Our color palette is anchored in black and white, providing a timeless and elegant foundation. This minimalist base creates a versatile backdrop that allows us to introduce a dynamic range of colors, sparking creativity and allowing for bold expressions.

The visual identity is inspired by the natural beauty of coffee beans, the delicate petals of coffee flowers, the fluid elegance of coffee drops, and the iconic Vietnamese phin filter. These elements come together to celebrate the rich heritage and cultural significance of coffee, creating a cohesive and evocative visual language that honors tradition while embracing modern design.