Facilitating a robusta renaissance and putting Vietnamese coffee on the map of the speciality coffee scene.
We led the copy approach for Studio Don’s client, New Breed Coffee, geared towards selling in the brand as an authentic, community-driven initiative to put Vietnamese coffee on the map, challenging negative perceptions of one bean in particular: Robusta. Our mission was to elevate Vietnamese coffee, prove that it’s worthy of speciality status, whilst imbuing the copy with a sense of wanderlust, this notion of roads less travelled.
Nodding to the theme of journeys and far-flung places, we tapped into the heritage of the founder, Chris, whose parents were refugees. With a focus on natural imagery — of the Vietnamese mountains and topography where the coffee is grown — we created this sense of wonder at the provenance of these beans, how far they’ve come to reach the cup. There’s a romance in the distance.
Compounding this is the rationale behind the product names — Explorer, Lucid Dreamer, Philosopher — this idea of reaching further, seeking deeper, dreaming of better. From remote locations comes this contemporary, curious flavour profile, a mouth-experience with a rich story.
We wanted people to fall in love with the origins of this coffee, and the communities that make it.
