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Phê Đây
Thủ phủ Cà phê giữa thủ đô Hà Nội

2022, 2024

Creative Directors: Hiep H, Colin Tran
Designers: Minh Hong, Phuong Linh, Long Anh, hwee
Illustrator: hwee
Project Manager: Chii Nguyen, Trang Toof
Producer: Colin Tran

Showcase photorgaphed by: Minh Hong, Long Anh
Beyond its reputation as Vietnam's coffee capital, Tay Nguyen is a land steeped in rich culture. With Tay Nguyen coffee at its core, Phê Đây wanted to build a space that carries the spirit of this region, evoking authenticity, while paying tribute to its local cultural heritage.

We developed the visual identity for Phê Đây by drawing from the raw, unpolished details of Tay Nguyen culture, reinterpreted through a more approachable lens.The typography and graphic system draw inspiration from the brocade patterns of the E De, Ba Na, and K’Ho ethnic groups, combined with the motifs of the communal house - an iconic element of Tay Nguyen culture.


The image of the elephant, also an iconic symbol of Tay Nguyen, appears throughout as a storytelling character, connecting different scenes and conveying the cultural spirit behind the journey of bringing coffee from the highlands to Hanoi.

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